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Govt creates 15 minute long film to launch Le Mond biscuits in China

Singapore-based independent agency Govt has created a film for the China launch of confectionary brand Julie’s Le-mond cream biscuits.

The film strikes a meta-fictional note, and captures the adventures of a translator on the set of a commercial for Le-mond, being shot in Thailand.

The translator serves as a bridge between the Chinese client and the Thai production crew. But outside of his professional expertise, he lacks the social skills to forge  meaningful connections with the people around him. 

A note from Govt on the film said: “It tells a compelling story that tackles the touchy subject of singles finding love in Chinese society, a topic that’s trending among the people there. Making instant connections with Chinese consumers and connecting it with Julie’s cream biscuits through a simple product truth – the good in the middle.”

At a leisurely 15 minute run time, ‘The Translator’ is firmly lodged in branded content territory; a conscious attempt by Govt to go against the trend of short, snackable films, popularised in China by the likes of Tik Tok.

Speaking to Mumbrella about the decision to opt for a longer than usual film, Govt creative director Aaron Koh said: “We get that clients these days are obsessed with cut downs and short videos.

“But we set out to tell a good story. Not a short one or long one. Ultimately, we believe that if we give the audience a reason to pay attention, they will.” Julie’s was comfortable with the idea and there was no pushback.

Unlike many examples of branded content, the focus is clearly on the story in ‘The Translator’. Asked how the agency negotiated the conflict that often exists between brand and content in films of this sort, Koh said: “Both client and agency felt that what was really important was that the brand’s values be represented throughout the film, in a natural way.

“We tried doing that with the lead character and in the end, the client was satisfied with how the brand was portrayed.” ‘The Translator’ has already won awards at several short film festivals.

Credits

Client: Julie’s

Agency: GOVT Singapore

Creative director: Aaron Koh

Creative group head: Kevin Joseph

Writers: Aaron Koh, Kevin Joseph

Account servicing: Vanessa Aguirre Tan, Sheryl Chua

Senior producer: Jasmine Tan

Production house: Wakeup Rabbit

Producer: Sirikarn Thanaphaisarnsiri

Director: Pagorn Jungrungruang

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