Title | BACON |
Brand | CDO FOODSPHERE INC. |
Product / Service | DANES CHEESE WITH REAL BACON BITS |
Category | A01. Direction |
Entrant | ARCADE FILM FACTORY Makati City, THE PHILIPPINES |
Idea Creation | GIGIL Manila, THE PHILIPPINES |
Production | ARCADE FILM FACTORY Makati City, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Badong Abesamis | Gigil | Chief Creative Officer |
Herbert Hernandez | Gigil | Chief Creative Officer |
Jeano Cruz | Gigil | Copywriter |
Raphe Ramirez | Gigil | Copywriter |
Ces Alegre | Gigil | Copywriter |
JR Bumanglag | Gigil | Art Director |
Heninah Salus | Gigil | Art Director |
Cath Dizon | Gigil | Art Director |
Micco Balana | Gigil | Account Supervisor |
Jake Yrastorza | Gigil | Managing Director |
Wendy Campos | Freelance | Agency Producer |
Marius Talampas | Arcade Film Factory | Director |
Mara Bernaldo | Arcade Film Factory | Line Producer |
Ahnel Gozon | Arcade Film Factory | Executive Producer |
Codie Larracas | Arcade Film Factory | Associate Producer |
James Sales | Freelance | Assistant Director |
Zach Sycip | Freelance | Director Of Photography |
Timi Dominguez | Freelance | Production Designer |
Vianka Amurao | Freelance | Wardrobe Stylist |
Dee Nermal | Freelance | Production Manager |
Nare Dela Cruz | Freelance | Production Assistant |
Alvin Chan | Freelance | Editor |
Neil Mendoza | Freelance | Editor |
In this absurd film, a cheese man faces a series of serious questions about his physical appearance from random people around him.
The processed cheese category in the Philippines has always been bland. Ads were mostly emotional and targeted to mothers, alienating the millennials who are starting make their own grocery purchases and to cook for themselves. Danes Cheese created a unique product catering to their ever-changing tastes for food, and launched it with a film that adapted to their ever-changing taste for content, too.
The director received a simple and straightforward script from the agency. The script was single-minded in its attempt to seem as "absent-minded" advertising, which surprisingly appeals to millennials in the Philippines. So to bring this idea out futher, the director set up the film's scenarios in a world where a humans don't even get weirded out by a walking-and-talking block of cheese, but are more weirded out by the red specks of bacon over the cheese man's body (which represented bacon bits, a market-first introduced in the Philippines by this brand). This intentional choice to make the scenarios normal, mundane, and everyday life-like helped push the weirdness and humor of the ad that captured the hearts of Filipino audiences.