Retirement Wing Chun - Etiqa
10. Craft Kancils [10.1a Film Direction: Single]
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Links:
https://www.youtube.com/watch?v=k35lcae-yuE
Product/Service:
Etiqa Life Insurance
Client:
Etiqa Insurance
Brief:
Planning for retirement can be a complicated and stressful experience. Etiqa promises to change this, stripping away all the hassle and uncertainty related to living out one's golden years. This philosophy is summed up in the Agency's campaign tagline 'œLife is full of drama. Don't worry with Etiqa', envisioned as an over-the-top kung fu scene with one man taking on numerous 'retirement' foes.
Solution:
The key to creating a successful parody lies in tapping into well-known stereotypes, enabling the viewer to immediately grasp the scene. Hence, we drew inspiration from one of the most famous kung fu fights '“ the 1 vs 10 scene from Ip Man. This created a hook from the get-go, with viewers curious to see if our protagonist will be successful in his battle. Attention was also paid to the design of each foe, giving them specific traits and attacks representing various expenses. The result '“ a breakneck action sequence that packs a powerful punch at the end.
