SUB CATEGORY :

BEAUTY, HEALTH & PERSONAL CARE

COMPANY ENTERING :

GENERIC (SHANGHAI) CO., LTD., SHANGHAI

ENTRY TITLE :

THE GREAT ESCAPE

BRAND :

ISEUL

ADVERTISER :

GENERIC CODE

AGENCY :

GENERIC CODE, SHANGHAI

EXECUTIVE CREATIVE DIRECTOR :

KEVIN LEE

COPYWRITER :

WEELING LIM

ART DIRECTOR :

JODIE HEW

ACCOUNT DIRECTOR :

YUMMY WONG

STRATEGIC PLANNING DIRECTOR :

ASAF ROSEN

AGENCY PRODUCER :

IRIS ZHANG

FILM PRODUCTION COMPANY :

PARTNERSHIP PICTURES, PRAGUE

DIRECTOR :

JAKOB STROM

D.O.P/CINEMATOGRAPHER :

ANDRES RIGNELL

GAFFER :

DAN KVARDA

EXECUTIVE PRODUCER :

ALES KOMAREK

FILM PRODUCER :

JAKUB MALEK

PRODUCTION DESIGNER :

PAVEL RAMPLÉ

POST-PRODUCTION COMPANY :

UPP, PRAGUE

EDITOR :

PETR STANEK/ASFALT.TV

COLORIST :

ONDREJ STIBINGR

POST PRODUCER :

STEPAN KRIZ

SPECIAL EFFECTS COMPANY :

UPP, PRAGUE

VISUAL EFFECTS :

MARIO DUBEC

SOUND PRODUCTION COMPANY :

SOUNDSQUARE, PRAGUE

SOUND DESIGNER :

KAREL HAVLICEK

SOUND STUDIO PRODUCER :

DENISA HADJ MOUSSA

MUSIC COMPOSER :

HANS LUNDGREN

ENGLISH SYNOPSIS :

THE FILM OPENS ON A CAR CHASE SCENE WHERE POLICE CARS AND SWAT TRUCKS SPEED TOWARDS A BANK. AT THE SCENE OF THE ROBBERY, THE UNIFORMED MEN READY THEIR WEAPONS AND POSITION THEMSELVES IN FRONT OF THE BANK, TO WAIT FOR THE CRIMINAL MASTERMIND TO APPEAR. THE BANK DOOR THEN OPENS DRAMATICALLY, AND OUT COMES A GORGEOUS WOMAN WHO UNMASKS HERSELF TO REVEAL HER IDENTITY AS THE ROBBER WHO JUST PULLED OFF THE GRAND HEIST. RATHER THAN ATTEMPTING TO ESCAPE, SHE WALKS COOLLY PAST THE MEN WHILE CARRYING BAGS OF CASH. THE MEN REMAIN STILL, AS THEY ARE MESMERIZED AND FOOLED, BY HER PURE, ANGELIC FACE. THE WOMAN STEPS INTO A CAB DRIVEN BY HER HENCHMAN. THANKS TO HER INNOCENT FAÇADE, SHE GETS AWAY WITHOUT A HITCH. SUPER APPEARS: A LOOK SO PURE, YOU’LL GET AWAY WITH ANYTHING. ISEUL SKINCARE PRODUCT APPEARS.

ENGLISH CONTEXT EXPLANATION :

WE WERE TASKED TO LAUNCH ISEUL, A NEW SKINCARE BRAND, IN CHINA’S BEAUTY MARKET CLUTTERED BY LOCAL AND INTERNATIONAL BRANDS. MOST OF THESE BRANDS BANK ON CELEBRITY ENDORSEMENTS IN THEIR CAMPAIGNS. WHICH LED TO OUR SECOND OBJECTIVE: MAKE ISEUL STAND OUT FROM THE SEA OF GENERIC BEAUTY CAMPAIGNS. OUR TARGET AUDIENCE CONSISTED OF YOUNG WOMEN FROM THE AGES OF 28-35, WHO ARE YOUNG, CAREFREE YET SOPHISTICATED. THE GREAT ESCAPE WAS LAUNCHED ON PAID AND ONLINE MEDIA. THE FILM WAS CONCEIVED TO POSITION ISEUL SKINCARE’S BENEFIT OF PURE AS MORE THAN JUST HAVING SMOOTH SKIN. IT POSITIONED PURE AS A FORM OF POWER. THE POWER TO LOOK ANGELIC WHILE GETTING AWAY WITH BEING NAUGHTY ON THE INSIDE. THE POSITIONING STATEMENT ‘PURE IS POWER’ AND ITS TRANSLATION INTO A LONG-FORM, THRILLING, SUSPENSEFUL FILM WERE INTENDED FOR THE PURPOSE -TO BREAK THROUGH THE SEA OF SAMENESS PROVIDED BY SKINCARE CAMPAIGNS IN CHINA.