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Product / ServiceLUX SUPER RICH
CategoryA04. TV - Best Use of Film Direction
Entrant Company:JWT JAPAN Tokyo, JAPAN
Advertising Agency:JWT JAPAN Tokyo, JAPAN
Production Company:RSA FILMS London, UNITED KINGDOM


Executive Creative DirectorJun Fukawa
Creative DirectorCraig Howie
CopywriterRafael Freire/Jun Kai/Krai Kittikorn/Screen Writer: Jeffrey Caine
Agency ProducerDarcey Cherubini/Tomoaki Sueda
Advertiser's SupervisorEnzo Devoto
Account SupervisorHelen Heatley/Kaoru Sato/Shima Hiranuma/Catherine Chen/Irene Shen/Star Huang
DirectorDawn Shadforth
ProducerLucy Sherwood/Kai-lu Hsiung
EditorLisa Gunning, The Whitehouse
Sound Design/ArrangementComposer: Joby Talbot/Arrangement/Conductor: Jeremy Holland-smith/Sound Designer: Martin Cantwell
Music Artist/TitleSession Orchestra
Art DirectorYoshihisa Suzuki/Golf Nuntawat/Amy Koo/Lillie Zhong
LightingJohn Mathieson
Post ProductionAbsolute Post, UK
Other CreditsSound Mixer: Scott Millan/Casting Director: Jina Jay/Colourist: Jean-clement Soret

Brief Explanation

Lux has been selling women the 'dream of Hollywood glamour' since the era of silent films. So when the client informed us they had completely reformulated the product, we knew this relaunch deserved the full Hollywood treatment. Instead of a traditional campaign we introduced consumers to the all new Lux with a 7 minute Hollywood production. 'The Alchemist' brought all the suspense, romance, and of course, glamour of Hollywood to theater screens across Asia.