Kymechow Hong Kong invites Asia to ‘experience the sun’ for Sun Life via three short films

Hong Kong based creative agency Kymechow has produced a campaign of short films for client Sun Life Financial designed to celebrate the power and beauty of the sun.

The campaign features the work of three leading artists and film directors in Asia: Joko Anwar from Indonesia, Jim Libiran from the Philippines and Stanley Wong from Hong Kong.

As creative agency leading the project, Kymechow first researched and selected the right directors, and invited them to participate. Each director was given a simple brief – show how the beauty and power of the sun benefits us in our daily lives, and Kymechow then worked simultaneously with all three to develop the storylines, looking for themes which, although are designed to capture the flavour of each country’s own unique culture, were at the same time, universal.

Chris Kyme, Kymechow company director said “We consciously sought to work with directors who are not renowned for producing TV commercials, as we wanted each film to feel less commercial and more natural. These are not films about Sun Life, although the connection to the brand message in each case is loud and clear. In the cases of Jim Libiran and Joko Anwar, both are respected film makers in their own markets, and although Stanley Wong has a lot of advertising experience, it was in the context of his artist persona ‘Anothermountainman’ that we approached him. His is now one of Hong Kong’s leading visuals artists, and the concept for his film (Jing Yat) is based on an art installation he created.”

The films can currently be viewed here

From early September the films will be hosted on a unique ‘Experience the Sun’ website which is being created by TBWA/Digital Arts Network who collaborated with Kymechow on the project.

Campaign credits:

Full credits can be viewed on each film