Optimum Betta: The Art Of Siamese Fighting Fish

Credits & Description:

Brand: Optimum Betta / Shutterstock
Agency: Ogilvy & Mather
Brand: Optimum Betta
Geo: Thailand
Published: May 2017
THE IDEA
Optimum Betta, a fighting fish food brand joined hands with Shutterstock Thailand, a global marketplace for inspirational pictures and VDOs to produce the campaign “ART OF THE SIAMESE FIGHTING FISH,” that brings to life the art patterns from the movement and brilliant colors of the fighting fish species.
We use visualization techniques including “Motion Analysis”, “Pigment Extraction” and “Digital Trail Sculpture.” These techniques allow long exposure to beautifully capture the dynamic movements of the fish to produce aesthetic art patterns, graphic elements and motion VDO clip.
As a collaborative initiative with Shutterstock, these art patterns and motion VDO clip will be available for download on Shutterstock, each image and VDO clip detailing the story of the starred fighting fish breed. The generated image and clip VDO merchandising income will be contributed to fund the Siamese Fighting Fish Gallery for continuous conservation of the fighting fish species.
Synopsis:
Betta Splendens, known as the Siamese fighting fish, is one of Thailand’s iconic species. But today, the only place remaining that reminds the world of its beauty is the Siamese Fighting FishGallery in Bangkok, Thailand. Unfortunately, the Gallery is facing a decreasing interest among the younger audience, resulting in a lack of funds for continuous conservation of the fighting fish species. To turn this around, Optimum Betta, a fighting fish food brand joined hands with Shutterstock Thailand to produce the campaign “ART OF THE SIAMESE FIGHTING FISH”. Interest in the betta needs to be re-ignited to create talkability, and drive the Gallery’s traffic and revenues.