Why is this work relevant for Entertainment?

Kulov Vodka encourages everyone to distill their thoughts before posting something. A simple way to avoid many upsetting exchanges on social media nowadays due to impulsive posts. In fact, as the story goes, the more times you distill (6 to be exact), the better results you get. Combining famous rock music and Thai pop culture elements in a cinematic storytelling style, the charming short film keeps viewers entertained and engaged, one take at a time. As it ingeniously blends together the superiority of the product (6 times distillation) with a positive social message.

Background

Kulov Vodka is superior in quality for its 6 times distillation. We highlight the importance of distillation by blending in product message with a positive social message, encouraging everyone to distill their thoughts before posting something angry or emotional on social media, in order to avoid a lot of drama. The entertaining short film combines famous Thai rock music and pop culture elements, told in a cinematic style, that keeps audience engaged scene by scene, take by take. Until after 6 takes, all conflicts are avoided and everyone's in for a happy ending.

Describe the creative idea

'6 Takes of Drama' shows the importance of 6 times distillation if you want to achieve social harmony

Describe the strategy

In Thailand, a heavily Buddhist country, all alcohol advertising is highly regulated with very strict guidelines. Brands cannot communicate overtly the superiority of the product or come off as 'promoting drinking'. Kulov Vodka is smooth and superior for its 6 times distillation process. To say this, the strategy is to tie the message in with a problem that everyone can easily relate to: undistllled emotional posts on social media. Because we've all experienced impulsive posts (initiated by ourselves or others) that can cause unnecessary drama. Before you post something emotional, distilling your thoughts (6 times) will make sure conflicts can be easily avoided. The film ingeniously blends together the superiority of the product and a positive social message.

Describe the execution

The entertaining short film was launched on online channels, along with an interactive website that allows users to input their thoughts for the generator to distill it 6 times.

Describe the outcome

The short film was viewed and shared almost 4 million times in less than 2 weeks since launch. With lots of feedback about it being an entertaining and at the same time practical reminder for everyone on how to keep social (media) harmony. The 6 times distillation message came across loud and clear. It especially resonated well with an audience in semi-lockdown, while everyone's inclined to use social media as an emotional outlet.