INK

TitleINK
BrandBREEZE
Product / ServiceBREEZE BRAND
CategoryA02. Other FMCG
EntrantMULLENLOWE SINGAPORE, SINGAPORE
Idea Creation MULLENLOWE SINGAPORE, SINGAPORE
Media Placement MULLENLOWE SINGAPORE, SINGAPORE
Production BULLET Bangkok, THAILAND

Credits

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

Write a short summary of what happens in the film

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.

Cultural/Context information for the jury

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.