Pataya Food Industries: The Break-Up [webfilm]

Credits & Description:

Client: Pataya Food Industries
Product: Nautilus Tuna Spread
Entrant: Greynj United Bangkok, Thailand
Idea: Greynj United Bangkok, Thailand
Production: Hub Ho Hin Bangkok, Thailand
Contributing: Pataya Food Industries Bangkok, Thailand
Editor: Feb 11 2016 12:00am
SEA Chief Creative Officer: Ali Shabaz (GREY GROUP)
Chairman Global Creative Council: Per Pedersen (GREY GLOBAL)
Chief Creative Officer: Jureeporn Thaidumrong (GREYnJ United)
Chief Executive Officer: Subbaraju Alluri (GREY GROUP)
Managing Director: Kanaporn Hutcheson (GREYnJ United)
Account Director: Pojanee Sowantip (GREYnJ United)
Strategic Planner: Jongkoch Dusittanakarin (GREYnJ United)
Agency Producer: Kanoksak Kanchanachutha (GREYnJ United)
Executive Creative Director: Asawin Phanichwatana (GREYnJ United)
Copywriter: Veerawin Suksantinunt (GREYnJ United)
Agency Producer: Mali Pongsirirak (GREYnJ United)
Client Service Director: Kanokkorn Seehapan (GREYnJ United)
Chairman: Thor Santisiri (GREYnJ United)
Art Director: Supakit Yindeeanant (GREYnJ United)
Art Director: Taywin Navakunsuntorn (GREYnJ United)
Art Director: Kanlayanee Pratuangjid (GREYnJ United)
Copywriter: Kanokwan Chatkaewmanee (GREYnJ United)
Copywriter: Ratanaparn Songsermsawad (GREYnJ United)
Account Director: Vorawan Kaewket (GREYnJ United)
Video URL: https://www.facebook.com/Nauti...
Describe the campaign/entry:
We found a way to make boring fact entertaining by collecting all entertainment including images, soundtrack, and script, in one place to make people become aware of it.
Creative Execution:
The director used a song, characters, a scenario, and cliché break up lines to tell a story of a relationship between two people.
The film received over 1 million views, 4
000 likes, and 28,000 shares on Facebook within 24 hours. It currently has approximately 7 million views on Facebook and YouTube. Most importantly, we have turned boring topic into something fun.
Engaging people with a story focusing mainly on a product needs an interesting new way. So, we teamed up with a renowned feature film director to create a content that would satire the society. The story was engaging from beginning to end, included all product benefits, and also funny at the same time. It included all the entertainment ranging from a classic ballad song, likable characters, melodrama Korean series-like script in one place.
To talk to Thai young-adults who are mostly workaholic and don’t have time to eat about a boring message about healthy eating, we chose to attack them at their most vulnerable time: when they look at their phones and shopping for food during their breaks. We presented our simple yet engaging content film via Facebook, a place where young-adults are most engaged in, telling a simple yet impactful story that encouraged them to change the way they eat.