Lay’s promotes cheese crackers with 12-minute love story set in Cheddar

Ad agency Civilization Shanghai has created a short film for Lay’s cheddar flavoured crackers.

Set in the English town of Cheddar, the 12-minute film centres on a relationship between a local man and a visiting Chinese film star.

“When Lay’s wanted to launch a cracker made with Cheddar, my first thought was, why don’t we launch a film made in Cheddar?” said Andrew Lok, the writer and director of the film. “The marketing team loved the idea from the get-go, and it was just a matter of finessing the script and getting the logistics right.”

The film is to run on outdoor screens including in taxis, transport hubs and office buildings.


Brand: Lay’s Cheddar
Client Executive: Sabrina Qu / Shanian Chen / Jessie Jiang / Kelly Cai / Stella Yu / Carrie Chen
Agency: CIVILIZATION Shanghai
Creative Director: Andrew Lok / Alex Xie / Stephen Zou / Juno Zhang
Art Director: Stephen Zou / Jason Dai
Writer: Andrew Lok / Amanda Dai / Juno Zhang
Agency Producer: Fish Yu / Alex Xie
Production Company: Gravity Films Shanghai
Director: Andrew Lok
Executive Producer: Merrilyn Lim
Producer: Pearl Tan
Cinematographer: Alan Yap
Editor: Marshall Raj
Colourist: Quan Dong
Post Production Company: Volt
Effects Director: Damien Yang
Post Producer: Robin Yang / Roy Tay
Effects Artist: Jia-Wei Chen
Music Production Company: Green United Music
Music Arrangement: Jam Li
Music Composer: Andrew Lok / Jam Li
Sound Engineer: Fabien Langard / Aho Tsoi / Ronald Siu
Media Launch: March 2016


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