THE BREAK-UP

Silver Spike

Case Film

Film

TitleTHE BREAK-UP
BrandPATAYA FOOD INDUSTRIES
Product / ServiceNAUTILUS TUNA SPREAD
CategoryA03. Online: Fiction & Non-Fiction
EntrantGREYnJ UNITED Bangkok, THAILAND
Idea Creation GREYnJ UNITED Bangkok, THAILAND
Production HUB HO HIN BANGKOK, THAILAND
Contributing PATAYA FOOD INDUSTRIES Bangkok, THAILAND

Credits

Name Company Position
Ali Shabaz GREY GROUP SEA Chief Creative Officer
Per Pedersen GREY GLOBAL Chairman Global Creative Council
Jureeporn Thaidumrong GREYnJ United Chief Creative Officer
Subbaraju Alluri GREY GROUP Chief Executive Officer
Kanaporn Hutcheson GREYnJ United Managing Director
Pojanee Sowantip GREYnJ United Account Director
Jongkoch Dusittanakarin GREYnJ United Strategic Planner
Kanoksak Kanchanachutha GREYnJ United Agency Producer
Asawin Phanichwatana GREYnJ United Executive Creative Director
Veerawin Suksantinunt GREYnJ United Copywriter
Mali Pongsirirak GREYnJ United Agency Producer
Kanokkorn Seehapan GREYnJ United Client Service Director
Thor Santisiri GREYnJ United Chairman
Supakit Yindeeanant GREYnJ United Art Director
Taywin Navakunsuntorn GREYnJ United Art Director
Kanlayanee Pratuangjid GREYnJ United Art Director
Kanokwan Chatkaewmanee GREYnJ United Copywriter
Ratanaparn Songsermsawad GREYnJ United Copywriter
Vorawan Kaewket GREYnJ United Account Director

The Campaign

We found a way to make boring fact entertaining by collecting all entertainment including images, soundtrack, and script, in one place to make people become aware of it.

Creative Execution

The director used a song, characters, a scenario, and cliché break up lines to tell a story of a relationship between two people.

The film received over 1 million views, 42,000 likes, and 28,000 shares on Facebook within 24 hours. It currently has approximately 7 million views on Facebook and YouTube. Most importantly, we have turned boring topic into something fun.

Engaging people with a story focusing mainly on a product needs an interesting new way. So, we teamed up with a renowned feature film director to create a content that would satire the society. The story was engaging from beginning to end, included all product benefits, and also funny at the same time. It included all the entertainment ranging from a classic ballad song, likable characters, melodrama Korean series-like script in one place.

To talk to Thai young-adults who are mostly workaholic and don’t have time to eat about a boring message about healthy eating, we chose to attack them at their most vulnerable time: when they look at their phones and shopping for food during their breaks. We presented our simple yet engaging content film via Facebook, a place where young-adults are most engaged in, telling a simple yet impactful story that encouraged them to change the way they eat.

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