WHAT THE

TitleWHAT THE
BrandCELLCARD CAMGSM
Product / ServiceTELECOMMUNICATIONS
CategoryA01. Art direction/Production design
EntrantPHIBIOUS Phnom Penh, CAMBODIA
Entrant Company PHIBIOUS Phnom Penh, CAMBODIA
Advertising Agency PHIBIOUS Phnom Penh, CAMBODIA
Production Company LEGEND TIGER Phnom Penh, CAMBODIA

Credits

Name Company Position
Hisham Sahudin Phibious Cambodia Creative Director/Copywriter
Cheong Heng Ho Freelance Director
Bou Panha Legend Tiger Cambodia Executive Producer
Kevin Phang Phibious Cambodia Business Director
Mardy Cheav Phibious Cambodia Senior Account Manager
Palani Periakaruppan Cellcard Camgsm Director Of Marketing
Christine Arce/Cabrera Cellcard Camgsm Brand And Marketing Communications Manager

Brief Explanation

With its Gold Rush theme, the plot follows Pisal, an “average Joe” character in comedic – albeit risky - situations to find a 1kg gold bar as dowry to marry the girl of his dreams. His loyal sidekick, Danielle, saves the day by participating in Cellcard’s raffle promotion and wins the gold bar. “What The” is a light-hearted film that entertains with slapstick humor. The treasure hunt for gold is a cultural reference, because Cambodians are truly fond of owning gold assets. Produced as a video for Cellcard’s current Gold Raffle promotion, the characters wear mismatched costumes and props to characterize the plot, while animation and different location sets enhance the storytelling.