ICAC stirs public conscience with 'zero tolerance'

The agency, which handled the account 10 years ago, recently took back the business following a seven-way pitch. "The ICAC has been working with several big and small agencies over the years. We were invited to pitch for a brand campaign and won the business again recently," said Winnie Ser, regional business director at McCann Erickson Asia-Pacific. "Our strategy was to switch consumers' attitudes to convince them only justice can protect them from losing what they have. Tolerance won't make things better; only a corruption-free society can make life better." The campaign includes a 30-second TV spot, which features a window shattering, milk spilling and a woman being splashed as a car drives through a puddle. Each is played backwards in slow motion to underline the message that problems don't solve themselves. During the shoot, Wowwowtank director Tan Khiang used a speedcam -- a digital camera that allows almost instant playback of shots -- to take shots at speeds of up to 1,000 frames per second and review the footage, frame-by-frame, after each take. The year-long campaign includes print and outdoor executions.