Category: Branded Content Internet Film
Advertiser: WRIGLEY
Product/Service: EXTRA SUGAR-FREE GUM
Agency: BBDO ASIA
Production Company: MOVIOLA PRODUCTION, Hong Kong, HONG KONG
Executive Creative Director: Waifoong Leong/Arthur Tsang/Andrew Lok
Creative Director: Howard Mok
Copywriter: Lay Xie
Art Director: Darren Liang
Agency Producer: Max Lee
Account Supervisor: Jc Catibog/Eric Zhou/Stella Chen
Director: David Tsui
Editor: Adrian Brady
Post Production: Touches/Hongkong
Account Manager: Justin Lu
Planner: Owen Smith/Cherise Liao
Account Manager: Justin Lu
Planner: Owen Smith/Cherise Liao
English Description
Extra challenged us to drive gum consumption by building an after food chewing habit. But in China, people have a very different relationship with their food. Food is an integral part of the culture and identity, and with so many variations on Chinese cuisine and fierce pride for one’s own local specialty, the task of choosing a few dishes that would work across the whole country became impossible. But in fact the consistent thing about Chinese food culture wherever you go, is that people talk about the balance of Sweet, Sour, Spicy and Bitter in their food. And what’s more, flavours are so important in everyday culture that it’s a common expression to say Suan Tian Ku La (Sour Sweet Bitter Spicy) to refer to the ups and downs that life brings. By using this emotional hook that every Chinese person would intuitively understand, we created a mini road movie that took viewers on a journey, not only across the regions of China, but also across the symphony of emotions that every boy-meets-girl story goes through. The twist is that at each moment the story is moved along by the care shown to each other by the giving of Extra.