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Dads for Life
Client: Ministry of Community Development, Youth and Sports Description:A multimedia documentary used as part of a nation-wide campaign to encourage fathers to spend more time with their children.
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This video, directed by renowned photographer Tay Kay Chin and produced by little red ants, involved sourcing and interviewing actual fathers and their children. Our approach was to keep the video sincere and spontaneous. The video was a centrepiece of the campaign. It was initally used as a viral video and subsequently shown at roadshows, talks and seminars as the campaign unfolded.