Title | FANG |
Brand | BUDWEISER, ANHEUSER-BUSCH INBEV |
Product / Service | BUDWEISER |
Category | A05. Use of Original Composition |
Entrant | CAA 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 |
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 |
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.
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%
This film is the core creative content for Budweiser’s summer music campaign and a vehicle for launching a brand new song from China’s legendary pop icon, Eason Chan. Eason wrote the new track and collaborated with Brazilian hit-maker, DJ Alok, to create the EDM remix and score for the film. Content from "Fang" was also used to promote Strom, Asia’s biggest EDM festival.
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.