Cultural/Context Information for the jury:
Thailand is known as the world’s kitchen. We have food vendors on every street corner. Although our street food is very delicious, not all is healthy. Still, many office workers choose to have street food as lunch or save it as an afternoon or late night snack not knowing that it’s bad for their health. And sometimes, although it’s hard especially when it’s part of the culture, people need someone to tell them hard facts to make them break up with these unhealthy snacks. We decided to collaborate with a film director who had never directed commercials before but had large young adults fan base and had created many films using local context to tell stories with new aspects, which often stirred debates in the society. We asked him to tell a fun, tragic, dramatic story all at once.
BACKGROUND: Thais have a lot of local snacks, known as street food, which can sometimes cause unhealthy effects if consumed often. Nautilus wanted to create brand awareness and change the way people eat. And since tuna is known for their healthy quality, the brand intended to insert itself into Thai snack-eating habits as a healthy snack alternative. Moreover, it wanted to engage with a younger generation and first jobbers, those who are known to use digital devices excessively, by making a clip that could go viral.
IDEA: We found a way to make a boring fact entertaining by collecting all entertainment including images, soundtrack, and script, in one place to make people become aware of it.
STRATEGY: To talk to Thai young-adults who are mostly workaholics and don’t have time to eat about a boring message about healthy eating, we chose to attack them at their most vulnerable time: when they look at their phones and shopping for food during their breaks. We presented our simple yet engaging content film via Facebook, a place where young-adults are most engaged in, telling a simple yet impactful story that encouraged them to change the way they eat.
EXECUTION: The director used a song, characters, a scenario, and cliché break up lines to tell a story of a relationship between two people.
RESULT: The film received over 1 million views, 42,000 likes, and 28,000 shares on Facebook within 24 hours. It currently has approximately 7 million views on Facebook and YouTube. Most importantly, we have turned boring topic into something fun.