TBWA \ HONG KONG
The Job Shadow
Opening doors for Hong Kong’s young ethnic minorities.
#ShortDocumentary
#SocialImpact
#BrandedContent
+ Brief
Only 10% of South Asian’s aged 18-22 are continuing with further education in Hong Kong, limiting many to low-pay, low-skill jobs. Work programs aimed at inspiring high schoolers with alternative career options can help break the cycle earlier on and before it’s too late.
However, local perceptions and behaviours also need to change as ethic minorities are discriminated against in employment and education. How can this systemic problem be examined through storytelling?
+ Solution
Working with the ad agency TBWA\ and Link Centre (NGO), we crafted a documentary that follows ethnic minority highschoolers in a cinéma vérité style during the job shadow programme. The film uses intimate interviews with participants to help us understand individual and group dynamics and to examine the questions raised during their time together.
The Job Shadow
Celebrating the imagination and intelligence of young ethnic minorities in Hong Kong by understanding their attitudes towards employment and their innate potential to achieve in jobs that appear to be out of reach. The documentary was shot inside an advertising agency during a summer job shadow programme for ethnic minority highschoolers. What challenges will these young people face in work environments that have traditionally discriminated against them? How can their optimistic energy inspire change in Hong Kong and lead industries to be truly diverse and more innovative in the future?
Directed & Written by Arjarn Jin
Produced by Heather Kong
Production by TSESER
Featuring Job Shadow Programme at TBWA \ Hong Kong
Mentees:
Jacob Velasco
Khadija Raoof
Alexa Sumangil
E.J. Pascua
Mahak Mehra
Mentors:
Anne So / Head of Digital & Commerce
Kathy Lu / Senior Strategist
Annika Park / Senior Strategist
Alex DeMello / Senior Copywriter
Programme Curator: Jan Cho / Managing Director
Programme Advisors: Terence Ling / Head of Strategy & Jerome Ooi / Executive Creative Director
Project Manager: Adrian Li / Junior Strategist
Program Design: Asai Meyer / Content Strategist
Production & Operation support
Juno Kam / Senior Integrated Producer
Silvia Hellbach / Operation Director
Sindy Lee & Terry Wong
Music by
Chad Crouch
Bodington Bear
The Brilliance
Special Thanks
ACE OFFICIAL Dance Group
LINK Centre
Made on location in Hong Kong with the assistance of:
TBWA\ Hong Hong
BOLT
LINK Centre
ACE OFFICIAL Dance Group