FANG

TitleFANG
ClientBUDWEISER, ANHEUSER-BUSCH INBEV
Product / ServiceBUDWEISER
CategoryA03. Online: Fiction
EntrantCAA MARKETING Los Angeles, USA
Idea Creation CAA MARKETING Los Angeles, USA
Idea Creation 2 ANHEUSER-BUSCH INBEV CHINA Shanghai, CHINA
Production DAPPER TV Los Angeles, USA
Additional Company CUT + RUN Santa Monica, USA
Additional Company 2 BARKING OWL Los Angeles, USA
Additional Company 3 NTROPIC Los Angeles, USA

The Campaign

Breaking the mold of traditional EDM music videos, we created a story-driven sci-fi film, set to a new track from Eason Chan and DJ Alok. “Fang,” which means “unleash,” is a metaphor for how EDM gives people the freedom to release the stress from everyday life. "Fang" takes place in an alternate universe, a monotonous world devoid of music. A young woman, Kara, knows something is missing. She hears a beat inside her that drives her to seek answers.  When Kara meets a bartender played by Eason Chan, she realizes he hears the same beat. Together, they must find a way to escape the mundane world and release themselves through the power of music. DJ Alok is their guide, communicating through music-activated Budweiser wristbands that glow red. We built the LED wristbands as a sales-driving product that reacts to music when activated by a Budweiser bottle.

Creative Execution

We wanted to launch in summer so Budweiser could maximize the amplification through their summer-long music initiative. The campaign launched with a full-scale PR event featuring Eason Chan, including a live-stream Q&A panel with Eason. A behind-the-scenes documentary, along with a teaser trailer of the film was shown to the press and influencers, generating 7 billion impressions. We also created cinematic movie posters for "Fang" that acted as OOH and print in the major cities across China. Cutdowns of the film served as TVCs that aired across China.

In less than two months: • More than 288 million people have viewed the film. • A live-stream Q&A panel with Eason Chan garnered 7 billion impressions. • Over 449 million people saw the campaign and garnered more than 10 billion impressions. • Budweiser distributed half a million interactive LED wristbands across bars, clubs, and Budweiser Storm. • KTV sales increased by 9.7% • Club sales rose by 9.2% In less than two months: • More than 288 million people have viewed the film. • A live-stream Q&A panel with Eason Chan garnered 7 billion impressions. • Over 449 million people saw the campaign and garnered more than 10 billion impressions. • Budweiser distributed half a million interactive LED wristbands across bars, clubs, and Budweiser Storm. • KTV sales increased by 9.7% • Club sales rose by 9.2% • Overall sales increased by 10% and is projected to reach 15%

“Fang,” which stars musician and actor Eason Chan, is a minimally branded short film that consumers decided to seek out for its entertainment value, as opposed to avoiding a traditional ad. From the ground up, this short film was developed as a piece of entertainment with an emphasis on narrative storytelling.

Our strategy addresses a tension young people face in modern cities worldwide. They feel the pressure to live up to an older generation’s expectations of what and who they should be, resulting in a routine life. This truth is particularly prevalent in China, where young people don’t have the emotional freedom to pursue their passions. Furthermore, we identified that EDM was growing in China and consumers love the release they feel when they listen to the music. We tapped into that insight to make our film about releasing your true self. We chose the sci-fi genre because it resonated with the Chinese consumer and allowed us to explore the concept of liberation without offending real world entities that could misconstrue our message as political commentary. We also made sure the film included high-impact drinking occasions and made Budweiser the catalyst for unlocking the feeling of freedom.

Credits

Name Company Position
Brent Bonacorso Dapper TV Director
David Lyons Dapper TV Producer
Christophe Collette Dapper TV Director of Photography
Wicha Khokapun Dapper TV Producer
Sarayut Nimnate Dapper TV Art Director
Nathan Robinson Ntropic Exec. Creative Director
Simon Mowbray Ntropic Creative Director | Lead Flame | CG Lead
Michael Bennett Ntropic Managing Exec. Prod | Dir. of Dev
Kirsten Collabolletta Ntropic Producer
Marco Iozza Ntropic Matte Painting
James Levy Ntropic Design
Marshall Plante Ntropic Lead Colorist
Kevin Miller Ntropic Color Producer
Sean Fazende Cut & Run Editor
Michelle Eskin Cut & Run Managing Director
Amburr Farls Cut & Run Executive Producer
Emilie Talermo Cut & Run Senior Producer
Kelly Bayett Barking Owl Creative Director/Partner
Justin Bayett Barking Owl Business Manager/Partner
Ashley Benton Barking Owl Producer
Morgan Johnson Barking Owl Sound Designer
Patrick Navarre Barking Owl Mixer
Jerald Jerald Ltd // Good Sense Music Service Co., Ltd Music
Alok Petrillo Universal Music Publishing Ltd Record Producer
Eason Chan 2017 EAS Music Limited Singer
Links
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