Title | SALSA |
Brand | BREEZE |
Product / Service | BREEZE BRAND |
Category | A02. Other FMCG |
Entrant | MULLENLOWE SINGAPORE, SINGAPORE |
Idea Creation | MULLENLOWE SINGAPORE, SINGAPORE |
Media Placement | MULLENLOWE SINGAPORE, SINGAPORE |
Production | BULLET Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Sheng Jin Ang | MullenLowe Singapore | Executive Creative Director |
Daniel Kee | MullenLowe Singapore | Executive Creative Director |
Fuzzy Abideen | MullenLowe Singapore | Senior Producer |
Andrew Ho | MullenLowe Singapore | Creative Group Head |
Raul Palhares | MullenLowe Singapore | Senior Copywriter |
Rachel Chong | MullenLowe Singapore | Art Director |
Jon Ng | MullenLowe Singapore | Copywriter |
Shaifali Dayal | MullenLowe Singapore | Regional Business Director |
Sean Lee | MullenLowe Singapore | Account Director |
Yong En Soon | MullenLowe Singapore | Account Manager |
Thananath Songchaikul | Bullet Bangkok | Executive Producer |
James Teh | Bullet Bangkok | Director |
John Alfirevich | Bullet Bangkok | Director Of Photography |
Nuio Suthirawattananon | Bullet Bangkok | Post Producer |
Aoy Rungphet Nawangoen | OMG! Bangkok | Executive Producer |
Adam Hussey | Bullet Bangkok | Offline Editor |
Lester Olayer | OMG! Bangkok | Offline Editor |
Brian Yessian | Yessian Music New York | Chief Creative Officer |
Mark Chu | Yessian Music New York | Music Composer |
Mike Baluha | Yessian Music New York | Sound Designer |
Banky Somsavachai | The Post Bangkok | Marketing Director |
Nopadol Rojanaserikul | The Post Bangkok | Producer |
Zairi Mohd | The Post Bangkok | Senior Colorist |
Askbordin Watcharaworatham | The Post Bangkok | Colorist |
Juo-Ling Kuan | The Post Bangkok | Online Editor |
Claire Tens Ya Chung | The Post Bangkok | Online Editor |
Chayasorn Sriprasertsak | The Post Bangkok | Online Editor |
If you’ve ever tried to get rid of a stubborn stain – one that survives any amount of scrubbing, dabbing and bleaching, you’ll understand the struggle and the frustration that comes with almost certain failure. In these films, we anthropomorphise such stains, and from the moment of attack (a salsa spill, a grease squirt, an ink splash) the “stain” launches itself on our protagonist, viciously attacking and grappling them. No amount of struggle can shake them off. There’s no escaping their stubborn clutch. Only at the end of the films do we pull out to reveal the antagonists being a stain on the clothes worn by our protagonists, their frantic attempts at removal leading only to whimpering defeat. The solution? The new Breeze laundry detergent with the only formula capable of defeating such stubborn stains.
Breeze laundry detergent is sold in South East Asia, a market that has various levels of development. While the urban city dwellers live in homes equipped with washing machines, the majority of people both urban and rural still scrub their clothes by hand. Therefore the physical struggle that comes with the act of intensive, repetitious scrubbing is only intensified when the stain remains stubbornly fast – it becomes a personal duel where the victor is often the stain – and a very familiar and recognisable one in this market.