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SUB CATEGORY :
BEST USE OF NON-FICTION FILM
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COMPANY ENTERING :
BBDO SINGAPORE, SINGAPORE
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TITLE :
RISE
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BRAND :
GUINNESS
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ADVERTISER :
ASIA PACIFIC BREWERIES SINGAPORE
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AGENCY :
BBDO SINGAPORE, SINGAPORE
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EXECUTIVE CREATIVE DIRECTOR :
PRIMUS NAIR
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COPYWRITER :
MARK IBAVIOSA
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ART DIRECTOR :
TAN ZI WEI
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ACCOUNT DIRECTOR :
FIONA HUANG/CHARMAINE TAN
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ACCOUNT MANAGER :
STEPHANIE CHIAW/ANTONIA TAN
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ACCOUNT EXECUTIVE :
DEBORAH MARK
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STRATEGIC PLANNING DIRECTOR :
MINDY YAP/KELLY TOGASHI
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AGENCY PRODUCER :
ANN MAY CHUA/DEBORAH CHIA
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FILM PRODUCTION COMPANY :
THE PROSECUTION FILM COMPANY, SINGAPORE
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CAMPAIGN SUMMARY :
THE GLOBAL “MADE OF MORE” CAMPAIGN HAS SERVED AS A PLATFORM FOR TELLING REAL STORIES OF MEN WHO HAVE CARVED THEIR OWN PATHS AND MADE A DIFFERENCE IN SOCIETY. IN THIS FILM, WE WERE ABLE TO TELL A TRUE STORY THAT WAS RELEVANT TO THE SOUTHEAST ASIAN CONTEXT, WHILE STAYING FAITHFUL TO THE SPIRIT OF THE WIDER GUINNESS CAMPAIGN. ULTIMATELY, WHAT STARTED OUT AS A MINI DOCUMENTARY ON A MAN WHO TURNED A SMALL FISHING VILLAGE INTO A WORLD RENOWNED SURF DESTINATION, TURNED INTO A CULTURAL PIECE THAT RESONATED WITH VIEWERS ACROSS THE REGION.
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THE BRIEF :
GUINNESS AS A BRAND CELEBRATES MEN WHO ARE MADE OF MORE. MEN WHO OVERCOME THE LIMITATIONS OF DAILY LIFE AND CONTRIBUTE TO A RICHER, MORE FULFILLING WORLD. MEN WHO CARVE THEIR OWN PATHS AND MAKE AN IMPACT ON THOSE AROUND HIM. THE TASK WAS TO MANIFEST THE GLOBAL CAMPAIGN IN A SOUTHEAST ASIAN CONTEXT. TO ARTICULATE THE GLOBAL BRAND PROPOSITION OF “MADE OF MORE” IN A LOCAL SETTING TO DRIVE RELEVANCE. AND ULTIMATELY, TO CONVINCE THE SOUTHEAST ASIAN DRINKER THAT JUST LIKE A GUINNESS, THE PERSON WHO DRINKS IT IS MADE OF MORE.
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THE STRATEGY :
RESEARCH SHOWED THAT SOUTHEAST ASIAN MEN RESONATED WITH THE IDEA OF “MODERN MASCULINITY”. THE TYPE OF MASCULINITY THAT MEASURED MEN NOT BY THEIR STRENGTH AND WEALTH, BUT BY THE IMPACT THEY HAVE MADE ON OTHERS. THE STRATEGY WAS TO SHOW HOW GUINNESS AS A BRAND SHARED THE SAME VALUES AS THE MODERN MASCULINE TARGET AUDIENCE, BY CHAMPIONING MEN WHO ARE MADE OF MORE – MEN WHO CARVED THEIR OWN PATHS AND MADE A DIFFERENCE IN THE LIVES OF OTHERS. BEYOND SIMPLY ROLLING OUT GLOBAL ASSETS, THERE WAS AN OPPORTUNITY TO TELL OUR BRAND STORY FROM A SOUTHEAST ASIAN CONTEXT. ONE THAT HAD MORE RELEVANCE TO THE REGION. ONE WHICH PEOPLE COULD MORE EASILY RELATE TO IN THIS PART OF THE WORLD. THE APPROACH WAS TO CREATE A SHORT DOCUMENTARY ON A SOUTHEAST ASIAN MAN WHO EMBODIED THIS MODERN MASCULINITY, THE QUALITY THAT MAKES HIM MORE. THE PIECE WAS TO BE ROLLED OUT IN A PLACE WHERE OUR TARGET WAS USUALLY FOUND – ON SOCIAL MEDIA.
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THE EXECUTION/THE EXECUTION & CRAFT :
THE EXECUTION WAS A FILM DOCUMENTING THE STORY OF LUKE LANDRIGAN. BORN IN LA UNION, THE PHILIPPINES, LUKE GREW UP IN A SMALL FISHING VILLAGE. BUT HIS CIRCUMSTANCES DIDN’T STOP HIM PURSUING HIS PASSION – SURFING. HE CONTINUED PRACTICING UNTIL HE WON INTERNATIONAL TOURNAMENTS AND GAINED RECOGNITION FOR PHILIPPINE SURFING. HIS WILLINGNESS TO HELP OTHERS SAW HIM PUT UP A SURF SCHOOL AND INVITE MORE PEOPLE FROM THE BIGGER CITIES TO LEARN THIS RELATIVELY NEW SPORT. BEFORE LONG, A SURF-TOWN WAS BORN, AND WITH IT, VITAL SURF-TOURISM. WITH THE HELP OF LUKE, MORE JOBS AND MORE OPPORTUNITIES OPENED UP FOR PEOPLE IN SAN JUAN, LA UNION. THE FILM WAS LAUNCHED ON THE YOUTUBE AND THE GUINNESS FACEBOOK PAGE. THREE BEHIND-THE-SCENES STORIES SUPPORTED THE CAMPAIGN.
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THE RESULT :
AS OF RELEASE, THE CAMPAIGN HAS GATHERED OVER 1.5 MILLION ONLINE VIEWS AND COUNTING. TRADE SITES AND THE PRESS HAVE PICKED UP THE MATERIAL AND GIVEN FAVOURABLE REVIEWS OF THE FILM. AS THE CAMPAIGN IS IN ITS INFANCY, SALES AND BUSINESS OBJECTIVE RESULTS ARE STILL TO BE DETERMINED.
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