Clear: Bridezilla

Credits & Description:

Title: Bridezilla
Agency: Mullenlowe Singapore
Brand: Unilever (Clear)
Country: Singapore
Entrant Company: Mullenlowe Singapore
Advertising Agency: Mullenlowe Singapore
Production Company: Yessian, New York / The Post Bangkok, Bangkok / Bullet, Bangkok / Omg!, Bangkok
Art Director: Andrew Ho (Mullenlowe Singapore)
Executive Creative Director: Erick Rosa (Mullenlowe Singapore)
Executive Creative Director: Madhu Noorani (Mullenlowe Lintas Group)
Art Director: Ang Sheng Jin (Mullenlowe Singapore)
Art Director: Alex Tan (Mullenlowe Singapore)
Copywriter: Daniel Kee (Mullenlowe Singapore)
Global Account Director: Subarna Prabhakar (Mullenlowe Singapore)
Agency Producer: Fuzzy Abideen (Mullenlowe Singapore)
Account Director: Sara Templeman (Mullenlowe Singapore)
Account Manager: Rosa Trinh (Mullenlowe Singapore)
Global Planner: Kunal Joshi (Mullenlowe Singapore)
Director: James Teh (Bullet Bangkok)
Executive Producer: Thananath Songchaikul (Bullet Bangkok)
Post Producer: Nuio Suthirawattananon (Bullet Bangkok)
Online Editor: Brian So (Post Bangkok)
Executive Producer (Music & Sound): Brian Yessian (Yessian New York)
Offline Editor: Lester Olayer (Omg! Bangkok)
Executive Producer: Aoy Rungphet Nawangoen (Omg! Bangkok)
Colorist: Zairi Mohd (Post Bangkok)
Music Composer: Mike Dragovic (Yessian New York)
Sound Designer: Weston Fonger (Yessian New York)
Brief with projected outcomes:
We used performance art to represent the cause of dandruff–in this case, stress–as well as to personify the problem, instead of the usual dry scientific facts. Not listing facts and figures helps us circumvent messaging limitations–especially important when it’s global work that needs to be aired in 90 over countries.
Synopsis:
It takes place in a Butoh-like world. All is dark. Wedding bells herald a bride in white. A woman nothing can please. Getting that wedding to be just perfect. The feeling that it never is, increases with the distortion of the wedding bells. The bride has a breakdown. The flowers are not good enough. We feel uneasy. We back up. We begin our retreat. As the camera flies away from the scene, things soon come into perspective. The white against black. Dandruff on a head of hair. “Stress causes dandruff,” explains the titles. CLEAR! – shouts the solution, as the bottle blots out the problem.
Entry Summary:
Butoh is a post-modern Japanese form of dance/physical expression with little rules but a distinct visual form – its performers are usually painted white all over while performing against a plain, or at least Spartan, black backdrop. It sometimes utilises hyper-controlled motions and grotesque movements and expressions to convey a feeling. Outside of Japan, it is present in different arts festivals in Southeast Asia. Its stark, shocking visuals and discomfiting physical interpretations are used to channel certain emotions – such as stress – very naturally.