Cannes Lions

FAKE SMILE

BBDO GERMANY, Dusseldorf / DEUTSCHER CARITASVERBAND / 2013

Case Film
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Overview

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Credits

OVERVIEW

Description

The Caritas film “Fake Smile” follows members from different families in their everyday life: They bravely smile through their worries even though it’s almost impossible to overlook how they fight against internal and external pressure. The father who tries hiding the pressure during the morning elevator ride, the mother who reapplies her lipstick as she forces a fake smile, the father who struggles to conceal his real feelings from his daughter over breakfast, the boy who masks his problems from the others at school. After following them through numerous situations, we see them at home where the presence of a small moment of solidarity finally puts a genuine smile on their faces. The sleeping child, who relaxes by the touch of his mother; the mother, who suddenly realizes that she is not alone as her child takes her hand. Supporting the tagline: We can manage a lot alone. But we can only manage family together.

Execution

Original Music. Carried by a famous 1930s blues song by Son House, the film uses elements from the world of music videos, for example in its striking key visual, and by doing so, captures the meaning of the phrase "Don't you mind people grinnin' in your face."

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