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SUB CATEGORY :
USE OF FICTION FILM
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COMPANY ENTERING :
GOVT SINGAPORE, SINGAPORE
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TITLE :
THE TRANSLATOR
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BRAND :
JULIE'S
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ADVERTISER :
JULIE'S
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AGENCY :
GOVT SINGAPORE, SINGAPORE
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CHIEF CREATIVE OFFICER :
AARON KOH
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CREATIVE DIRECTOR :
KEVIN JOSEPH
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ART DIRECTOR :
AARON KOH
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COPYWRITER :
KEVIN JOSEPH
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AGENCY PRODUCER :
JASMINE TAN
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ACCOUNT MANAGER :
VANESSA AGUIRRE TAN/SHERYL CHUA
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FILM PRODUCTION COMPANY :
WAKEUP RABBIT, BANGKOK
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DIRECTOR :
PAGORN JUNGRUNGRUANG
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CINEMATOGRAPHER :
THAWAT TAIFAYONGVICHIT
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GAFFER :
CHARERM PAIPAD
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ASSISTANT DIRECTOR :
PHEERAWUT SUMRETPHOL
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PRODUCTION DESIGNER :
KANUNG DAMKAEW
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EXECUTIVE PRODUCER :
KIRAKORN KORNJIRAPON
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FILM PRODUCER :
SIRIKARN THANAPHAISARNSIRI
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POST-PRODUCTION COMPANY :
COLON D, BANGKOK
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EDITOR :
WISARUT DEELORM
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COLORIST :
CHAITAWAT THRISANSRI
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FLAME ARTIST :
PATCHARAPON PUNTIPTAWEE/KHAJORNCHARN PICHHAISAWAT
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SOUND PRODUCTION COMPANY :
MELLOW TUNES, BANGKOK
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SOUND DESIGNER :
ARTIT VONGMETTA/SUPAVIT KUMKOON
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SOUND STUDIO PRODUCER :
KRITTIYA KEAMAROJANAVONG/SIYAPAT PHOTIBUSAYAWAT/
KRITTIYA THAMTIKANON
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MUSIC COMPOSER :
SIWAT HOMKHAM/POKPONG JITDEE/KORKIAT CHARTPRASERT
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CAMPAIGN SUMMARY :
JULIE'S HAD A MINIMAL PRESENCE IN THE HEAVILY SATURATED SNACK CATEGORY IN CHINA. LOOKING TO BREAK IN, WE NEEDED TO FIND A WAY TO STAND OUT. OUR CLIENT FELT THAT THE CHINESE MARKET'S PENCHANT FOR LOVE STORIES PROVIDED US WITH AN OPPORTUNITY TO LAUNCH JULIE'S IN AN UNCONVENTIONAL WAY. SO RATHER THAN CREATING AN AD, WE DECIDED TO LAUNCH A 15 MIN SHORT FILM TO SHOWCASE THE BRAND’S VALUES.
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THE BRIEF :
THE OVERALL OBJECTIVE WAS TO CREATE GREATER AWARENESS OF THE BRAND AND ITS VALUES WITHIN THE CHINESE MARKET. CREATING RESONANCE WITH THE BRAND WAS THE FIRST STEP IN AIDING TOP-OF-MIND RECALL IN PURCHASE CHANNELS LIKE SUPERMARKETS OR E-COMMERCE SITES.
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THE STRATEGY :
A BRAND TRYING TO ENTER A SATURATED MARKET WITH A TYPICAL, PRODUCT FOCUSED AD WOULD FACE A NEAR IMPOSSIBLE TASK TO STAND OUT. HOWEVER, LOVE STORIES ARE HUGELY POPULAR IN CHINA. SO WE CREATED A 15 MIN SHORT FILM ABOUT DIFFERENT TYPE OF LOVE, AND HOW THE VALUES OF THE BRAND CAN BRING PEOPLE TOGETHER. WITH SINGLEHOOD GROWING IN CHINA, THE DEBATE ABOUT FINDING LOVE IS ONLY GETTING MORE HEATED. JULIE’S DECIDED TO ENTER THE DEBATE WITH THE TRANSLATOR, A STORY OF A MAN WHO EXCELS AT HELPING OTHERS COMMUNICATE, BUT LACKS EVERY SOCIAL SKILL IMAGINABLE IN HIS PERSONAL LIFE. WE FELT THAT A STORY CENTRED AROUND AN UNUSUAL LEAD CHARACTER, REPRESENTATIVE OF THE EVERYMAN, WOULD ACTUALLY RESONATE DEEPLY WITH A LARGE PORTION OF THE MARKET.
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THE EXECUTION :
THE TRANSLATOR IS THE STORY OF A MAN WHO EXCELS AT HELPING OTHERS COMMUNICATE, BUT LACKS EVERY SOCIAL SKILL IMAGINABLE IN HIS PERSONAL LIFE. IN FACT, HIS MOST MEANINGFUL RELATIONSHIP IS WITH HIS PET PARROT, WHITE. HIS LATEST PROJECT, BEING THE ON-SET TRANSLATOR FOR A BISCUIT COMMERCIAL, TRIGGERS A SET OF CIRCUMSTANCES THAT WILL TAKE JONATHAN ON A JOURNEY OF SELF-DISCOVERY THAT CULMINATES ULTIMATELY IN HIM LEARNING ABOUT WHAT MAKES US TRULY HUMAN: THE NEED TO LOVE AND BE LOVED.
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THE RESULT :
7.4 MILLION VIDEO VIEWS THROUGH WEIBO AND WECHAT KOLS. THE OVERALL CAMPAIGN, WHICH INCLUDED THE FILM, ACHIEVED A MAXIMUM REACH OF 48,614,000 FANS AND 13,041,472 ENGAGING INTERACTIONS INCLUDING VIDEO VIEWS, COMMENTS, FORWARDS AND LIKES ON VARIOUS CHINESE PLATFORMS SUCH AS WEIBO, WECHAT AND DOUYIN.
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