SUB CATEGORY :

BEST USE OF FICTION FILM

COMPANY ENTERING :

GREYNJ UNITED, BANGKOK

ENTRY TITLE :

THE BREAK-UP

BRAND :

NAUTILUS TUNA SPREAD

ADVERTISER :

PATAYA FOOD INDUSTRIES

AGENCY :

GREYNJ UNITED, BANGKOK

MANAGING DIRECTOR :

KANAPORN HUTCHESON

CHIEF CREATIVE OFFICER :

JUREEPORN THAIDUMRONG

EXECUTIVE CREATIVE DIRECTOR :

ASAWIN PHANICHWATANA

COPYWRITER :

KANOKWAN CHATKAEWMANEE/RATANAPARN SONGSERMSAWAD/
VEERAWIN SUKSANTINUNT

ART DIRECTOR :

SUPAKIT YINDEEANANT/TAYWIN NAVAKUNSUNTORN/
KANLAYANEE PRATUANGJID

CLIENT SERVICE DIRECTOR :

KANOKKORN SEEHAPAN

ACCOUNT DIRECTOR :

VORAWAN KAEWKET

STRATEGIC PLANNER :

JONGKOCH DUSITTANAKARIN

AGENCY PRODUCER :

KANOKSAK KANCHANACHUTHA/MALI PONGSIRIRAK

FILM PRODUCTION COMPANY :

HUB HO HIN BANGKOK, BANGKOK

DIRECTOR :

NAWAPOL THAMRONGRATTANARIT

FILM PRODUCER :

NATTAPON KORNKAEW

POST-PRODUCTION COMPANY :

HUB HO HIN BANGKOK, BANGKOK

SPECIAL EFFECTS COMPANY :

HUB HO HIN BANGKOK, BANGKOK

SOUND PRODUCTION COMPANY :

HUB HO HIN BANGKOK, BANGKOK

CAMPAIGN SUMMARY :

WHEN PEOPLE FIND SOMETHING BETTER THAN WHAT THEY HAVE, PARTING HAPPENS. BUT PARTING IN THIS CASE IS SPECIAL BECAUSE IT OCCURS FROM BEING HEALTH-CONSCIOUS. LET’S SEE HOW THE LOVE BETWEEN AN OFFICE LADY AND A STREET FOOD VENDOR ENDS. THAILAND IS KNOWN AS THE WORLD’S KITCHEN. WE HAVE FOOD VENDORS ON EVERY STREET CORNER. ALTHOUGH OUR STREET FOOD IS VERY DELICIOUS, NOT ALL IS HEALTHY. STILL, MANY OFFICE WORKERS CHOOSE TO HAVE STREET FOOD AS LUNCH OR SAVE IT AS AFTERNOON OR LATE NIGHT SNACK NOT KNOWING THAT IT’S BAD FOR THEIR HEALTH. AND SOMETIMES, ALTHOUGH IT’S HARD ESPECIALLY WHEN IT’S PART OF THE CULTURE, PEOPLE NEED SOMEONE TO TELL THEM HARD FACTS TO MAKE THEM BREAK UP WITH THESE UNHEALTHY SNACKS. WE DECIDED TO COLLABORATE WITH A FILM DIRECTOR WHO HAD NEVER DIRECTED COMMERCIALS BEFORE BUT HAD LARGE YOUNG ADULTS FAN BASE AND HAD CREATED MANY FILMS USING LOCAL CONTEXT TO TELL STORIES WITH NEW ASPECTS, WHICH OFTEN STIRRED DEBATES IN THE SOCIETY. WE ASKED HIM TO TELL A FUN, TRAGIC, DRAMATIC STORY ALL AT ONCE.

THE BRIEF :

THAIS HAVE A LOT OF LOCAL SNACKS, KNOWN AS STREET FOOD, WHICH CAN SOMETIMES CAUSE UNHEALTHY EFFECTS IF CONSUMED OFTEN. NAUTILUS WANTED TO CREATE BRAND AWARENESS AND CHANGE THE WAY PEOPLE EAT. AND SINCE TUNA IS KNOWN FOR THEIR HEALTHY QUALITY, THE BRAND INTENDED TO INSERT ITSELF INTO THAI SNACK-EATING HABIT AS A HEALTHY SNACK ALTERNATIVE. MOREOVER, IT WANTED TO ENGAGE WITH YOUNGER GENERATION AND FIRST JOBBERS, THOSE WHO ARE KNOWN TO USE DIGITAL DEVICES EXCESSIVELY, BY MAKING A CLIP THAT COULD GO VIRAL.

THE STRATEGY :

TO TALK TO THAI YOUNG-ADULTS WHO ARE MOSTLY WORKAHOLIC AND DON’T HAVE TIME TO EAT ABOUT A BORING MESSAGE ABOUT HEALTHY EATING, WE CHOSE TO ATTACK THEM AT THEIR MOST VULNERABLE TIME: WHEN THEY LOOK AT THEIR PHONES AND SHOPPING FOR FOOD DURING THEIR BREAKS. WE PRESENTED OUR SIMPLE YET ENGAGING CONTENT FILM VIA FACEBOOK, A PLACE WHERE YOUNG-ADULTS ARE MOST ENGAGED IN, TELLING A SIMPLE YET IMPACTFUL STORY THAT ENCOURAGED THEM TO CHANGE THE WAY THEY EAT.

THE EXECUTION :

THE DIRECTOR USED A SONG, CHARACTERS, A SCENARIO, AND CLICHÉ BREAK UP LINES TO TELL A STORY OF A RELATIONSHIP BETWEEN TWO PEOPLE.

THE RESULT :

THE FILM RECEIVED OVER 1 MILLION VIEWS, 42,000 LIKES, AND 28,000 SHARES ON FACEBOOK WITHIN 24 HOURS. IT CURRENTLY HAS APPROXIMATELY 7 MILLION VIEWS ON FACEBOOK AND YOUTUBE. MOST IMPORTANTLY, WE HAVE TURNED BORING TOPIC INTO SOMETHING FUN.

URL :

https://www.youtube.com/watch?v=ObTB8DZHR4U

URL :

https://www.facebook.com/NautilusThailand/videos/458380721021865/