Staff Reporters
May 29, 2018

2018 Cannes contenders: '3 minutes' by Apple China

Filmmaker Peter Chan's 7-minute movie about a 3-minute reunion touched hearts on Chinese New Year.

2018 Cannes contenders: '3 minutes' by Apple China
We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.

Contender: 3 minutes
Agency: Media Arts Lab
Client: Apple

Nominated by:

Graham Drew, ECD, Grey Kuala Lumpur:

For Film, ‘3 Minutes’ by Apple Singapore is a great bit of storytelling. Nobody does emo like Asia when it comes to filmmaking, and this is a classic example. The craft, casting and even the iconic use of the iPhone timer make it unmistakably Apple, and the fact that it was all shot on an iPhoneX is a bonus.

Sheikh Danish Ejaz, chief brand evangelist, Penumbra

This ad leaves a lot of emotions. True worth of small moments where you spend time with your loved ones, essence of relationships and the motivation to live for them. Bond of mom and her child and how Apple’s iPhone captures and treasures those moments to ensure that those moments last forever. This communication (although 7 minutes long) is truly captivating and plays perfectly with the insight of value of moments with loved ones even for 3 minutes.

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