| Title | MISSILES |
| Brand | BAO BAO RESTAURANT (M) SDN BHD |
| Product / Service | CHILLI SAUCE |
| Category | B02. Consumer Products |
| Entrant | GREY GROUP KUALA LUMPUR, MALAYSIA |
| Entrant Company: | GREY GROUP KUALA LUMPUR, MALAYSIA |
| Advertising/Web Design Agency: | GREY GROUP KUALA LUMPUR, MALAYSIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| David Sin | Grey Group Kuala Lumpur | Group Creative Director |
| Jonathan Lim | G2 Interactive Direct | Art Director |
| Charlene Ong | Grey Group Kuala Lumpur | Copywriter |
| Jonathan Lim | G2 Direct Interactive | Designer |
| Lukman Hussein | G2 Direct Interactive | Interactive Developer |
| Janice Hoh | G2 Direct Interactive | Interactive Developer |
| Lee Weng Onn | Grey Group Kuala Lumpur | Account Servicing |
| Sam Chan | G2 Direct Interactive | Account Servicing |
Bao Bao Chilli Sauce delivers a dose of fiery fun with each dollop. To communicate this, a series of quirky web banners are placed on food blogs, each featuring a different representation of intense heat. The first utilizes heat-seeking missiles that are attracted to the bottle of chilli sauce wherever it goes, implying that the sauce is irresistible. The second sends the cursor reeling back with an explosion triggered by each mouse-over. The third banner sparks off flames and sets the cursor aflame whenever it strikes the bottle, reflecting the nature of chilli fans who love to ‘play with fire’.