Arcade collaborates with director Christoph Chrudimak to create two cinematic style mini movies for Suntory's good mood in Indonesia

Suntory 1.jpgTo mark the launch of good mood to the Indonesian market, Arcade has collaborated with director Christoph Chrudimak to create two epic mini movies. good mood is a new fruit infused water created by Suntory.

The two short interactive digital films are based on the insight that the difference between having a good day and a bad day can come down to the mood you choose to put yourself in. Both films star the same young male protagonist and chronicle the chain of events that follow him through a good day and a bad day.

VIEW THE FILMS
The epic 2min 'bad day' film entitled 'The Bad Choice' runs in reverse chronology, opening on an apocalyptic scene and transporting the viewer through a series of domino events that take the protagonist back to a shop where he made the bad choice of picking another beverage over 'good mood'. Viewers are then invited to click onto 'The Good Choice' film.

Suntory.jpgDirector Christoph Chrudimak is the 'ISH' of the multi award winning director duo RAD-ISH. While RAD-ISH collaborate on amazing work in the US and Canada, ISH is also making waves for his solo work in Asia.

'The Good Choice' film follows the same protagonist through the exact same day, where locations and characters are mirrored, but the chain of events is dramatically different, ending with the character starting a viral sensation.

The campaign that includes 15 and 6 second teasers, will run across TV, cinema, online, outdoor and social media. A POSM and activation/sampling campaign will also be running throughout the year.

Suntory 3.jpgArcade founder and CCO Gary Tranter said, "Suntory were keen to push the boat out on this one, so we thought a man rescuing a chicken from marauding mutants seemed like a natural place to take the brief. Thanks to a wonderfully collaborative working relationship with the Suntory team, we've created a hard-working, unique campaign within the Indonesian drinks category".

Mario Suzuki, Vice President - Marketing (Beverage Division) from Suntory Beverage & Food Asia added, "This is an ambitious unconventional approach for a market like Indonesia and we are delighted to be working with Arcade to be pushing boundaries."

Credits -
CCO/Founder: Gary Tranter
CCO/Founder: Matt Cullen
Art Director: Kayla Chia
Business Director: Yvonne Lee
Account Director: Evaan Miocevich
Agency Producers: Derri Ng, Keith Chang
Director: Christoph Chrudimak
Production Company: Applebox Asia
Post-Production Company: Chimney, Alice VFX, QuietLab
Suntory: Keisuke Inakagi, Mario Suzuki, Remy Koubbi, EuJin Cheah
Music and Sound Design: Song Zu Singapore

4 Comments

Roy Handom said:

Seriously? Mini movies? Do we plan to keep this habit of putting out buzzwords over substance? Wow.

Alexander said:

Very nicely done. Startling, for the right reasons.

LOL said:

what a waste of ad $…..this will go over the head of 99.99% consumers heads.

and I'm being generous in my assessment. First of all the action is so complex visually it would be challenging to follow whats going on in normal motion…..but in reverse its completely unintelligible. I had no idea it was marauding mutants etc. Plus you gotta watch 2 ads to get the entire message…..what a pipe dream.

and whats all this got to do with mineral water….since when can water put you in a good mood?

Total nonsense.

Samira said:

Can we have phone number of Suntory client Rémy Koubbi

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