Iklan Raya A.I.dilfitri
10. Craft Kancils [10.1a Film Direction: Single]
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Links:
https://www.youtube.com/watch?v=jFyPHIV7GnA
Product/Service:
Julie's Love Letters
Client:
Julie's Manufacturing Sdn Bhd.
Brief:
Raya is a season of celebration, and also a watershed marketing period when many Malaysian brands release Raya films. Traditionally dominated by tearjerker soap opera-esque films, Julie's has always taken a different approach by flipping the script on gender stereotypes, using their signature irreverent humour. We wanted to help Julie's do the same again, but with an even bigger twist.
Solution:
This year, we addressed deeply entrenched values and beliefs about gender biases. The twist: we told the story in a current yet unlikely space Artificial Intelligence.
What ensued was a 7-minute film that follows the attempts by a Julie's client and two marketing professionals to create a Raya commercial using a fictional A.I. chatbot: ADGPT.
From scenarios inspired by actual prompts and pop culture references, we made a genre-bending, meta film that breaks the wall multiple times to reveal a story within a story within a story. The best part? We decided to have fun with it, by sprinkling in quirky little Julie's Easter eggs that not only mimicked generative A.I. errors, but showcased the history of the brand's signature product: Love Letters.
Our film once again puts the brand at the forefront of confectionary marketing, paving the way for other Malaysian brands to be bolder and more experimental in their marketing communications.
