The Experts X Mirinda
10. Craft Kancils [10.1a Film Direction: Single]
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Links:
Product/Service:
Mirinda Orange and Strawberry
Client:
Etika Holdings Sdn Bhd
Brief:
Astro Shaw was about to launch its new movie called The Experts, inspired by a true story, an action-packed crime genre, the likes of Ocean's Eleven and Money Heist under the PG-12 film category. The brief was to promote the upcoming film and boost Mirinda Orange and Strawberry sales during the Hari Raya period. However, the collaboration required the film's scenes to be used in the TV commercial as the leading media for this combined promotional campaign. The problem was that the film production was already done, its genre and the bulk of the scenes didn't seem ideal to be used for Hari Raya TV commercial.
Solution:
With both the brand and the film having their own positionings, we needed to re-strategize to find the best communication angle that serves the film and the brand equally. Mirinda, a brand 'To Inspire Your Creativity' + The Experts, 'The Biggest Family Heist' = The Creative Hustlers proposition. We created 'The Experts Selamatkan Raya', a totally new Hari Raya story using carefully selected scenes from the film, new additional scenes which we shot, and then stitched them together, resulting in a whole new narrative that fits Hari Raya without losing the essence of what the film is all about and the brand's tonality.
