Arcade creates apocalyptic mini-movie for Suntory in Indonesia
Singapore independent agency Arcade has created two mini action films to promote ‘Good Mood’, a new fruit-infused water by Japanese beverage-maker Suntory.
The agency teamed up with award-winning director Christoph Chrudimak to make two short films based on two different scenarios: a good day and a bad day.
Targeted at the Indonesian market, the two films show the same young male protagonist and chronicle the chain of events that follow him through two very different days.
The ‘bad day’ film, entitled ‘The Bad Choice’, runs in reverse chronology, opening on an apocalyptic scene and transporting the viewer through a series of catastrophic events.
The protagonist it taken back to a shop where he made the ‘bad choice’ of picking another beverage over ‘Good Mood’. To follow up the video, viewers are then invited to click onto ‘The Good Choice’ film.
The ‘Good Choice’ film follows the same protagonist through the exact same day, where locations and characters are mirrored, but the chain of events is dramatically different.
The campaign will run across television, cinema, online, outdoor and social media.
Credits:
Arcade Team
CCO/founder: Gary Tranter
CCO/founder: Matt Cullen
Art director: Kayla Chia
Business director: Yvonne Lee
Account director: Evaan Miocevich
Agency producer: Derri Ng
Agency producer: Keith Chang
Director: Christoph Chrudimak
Production company: Applebox Asia
Post-production company: Chimney, Alice VFX, QuietLab
Original music composition: Song Zu
overindulgent nonsense fed to an inexperienced client.
if you’re going to do yet another reverse video, at least make it smart.
it takes a heck of a lot of work to piece together what is happening when you seeing in reverse as its pretty complex.
Consumer are pretty pissed about watching one ad film so expecting them to watch two to get the message is just reaching.
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