Title | BABI GULING BALI |
Brand | DIAGEO INDONESIA |
Product / Service | GUINNESS |
Category | A09. Sound Design |
Entrant | BBDO INDONESIA Jakarta, INDONESIA |
Idea Creation | BBDO INDONESIA Jakarta, INDONESIA |
Media Placement | CARAT Jakarta, INDONESIA |
Production | PLUSH PICTURE Jakarta, INDONESIA |
Production 2 | PRODIGI HOUSE Jakarta, INDONESIA |
Production 3 | LITTLE AUDIO Jakarta Selatan, INDONESIA |
Name | Company | Position |
---|---|---|
Talha Bin Hisaam | BBDO Indonesia | Managing Director |
Syeda Ayesha Ikram | BBDO Indonesia | Executive Creative Director |
Ate Prabowo | BBDO Indonesia | Creative Director |
Wisnu Mandala | BBDO Indonesia | Associate Creative Director |
Gilang Ramadhan | BBDO Indonesia | Creative Group Head |
Lucky Christianto | BBDO Indonesia | Copywriter |
Tio Mahendra | BBDO Indonesia | Art Director |
Florian Widjaja | BBDO Indonesia | Account Director |
Fachri Rubian | BBDO Indonesia | Associate Account Director |
Andy Utami | BBDO Indonesia | Account Executive |
Ezra Nathannael | BBDO Indonesia | Strategic Planning Director |
Dantia Anisa | BBDO Indonesia | Strategic Planner |
Syaiful Hadi | BBDO Indonesia | Agency Producer |
Bo Krabbe | Plush Picture | Director |
Torben Forsberg | Plush Picture | Cinematographer |
Wan Arief | Plush Picture | Gaffer |
Aris Aris | Plush Picture | Production Designer |
Rooland Tan | Plush Picture | Executive Producer |
Caesar Mahardika | Plush Picture | Film Producer |
Ravi Ravi | Prodigy House | Editor |
Vera Chan | Prodigy House | Post Producer |
Yaya Mando | Little Audio | Sound Designer |
Yetti Yetti | Little Audio | Sound Studio Producer |
Yaya Mando | Little Audio | Music Composer |
Meylin Sihaloho | Carat Indonesia | Media Director |
Rico Hardiyanto | Carat Indonesia | Associate Digital Manager |
Muhammad Reza | Carat Indonesia | Senior Media Planner |
One of the six, digital intrinsic film series, with a strong sound and visual design, especially crafted to establish Guinness pairing with local Indonesian cuisine. These immersive films comprise of simple, yet beautifully blended food preparation shots with beer (from opening the bottle to pouring shots and goblets) and special sound design to complete the experience.
Indonesia is a strong yet highly competitive beer and food market, but when it comes to taste, it offers a rich variety. It is a country that consists of thousands of islands, each having its own unique style of food. The dominant, yet specific sweet and spicy palette results in people preferring ice tea as a pair. It is so deeply embedded that no beer brand has ever tried tapping into food pairing. To become the first choice of the consumers, it was imperative for Guinness to go beyond its usual consumption occasion. Research established that Guinness being a stout, enhances various Indonesian food flavours especially “sate*”. Plus, with the addition of the rising culture of the experimental Foodies in Indonesia, Guinness found its perfect opportunity. *Sate is a local Indonesian grilled meat dish.
The sound design was conceptualized specially to make the food pairing idea stronger. Every sound FX was carefully chosen and allocated to emphasize the actions and handling of the ingredients. The signature sound of the Guinness bottle being opened and the bubble popping at the beginning of the film added to the desired outcome. Not every ingredient was represented by its own unique native sound but the sounds of the beer were used to bridge between shots and in some cases were replaced altogether. Wherever the sizzling and grilling sounds were integrated with sounds of the pouring beer, it resembled sounds of the ingredients. Rather than utilizing music throughout, the use of a single unique instrument at the end represented the specific locality of the featured cuisine. It added an interesting local flavour to the story and to the campaign idea of “Brings More To The Taste”.