Still Me
10. Craft Kancils [10.3a Production Design/Art Direction: Single]
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Links:
Product/Service:
Vacuum Insulated Bottle
Client:
Thermos
Brief:
THERMOS, trusted since 1904, is seen as 'œold' by younger Malaysians, while trendier brands attract attention. How can THERMOS keep its loyal Gen-X & Gen-Y customers while appealing to Gen-Z, showcasing its fit for modern lifestyles and hydration needs, and emphasizing the value of 'œPerfect Temperature'?
Solution:
The comeback of retro trends, with styles from 30 to 50 years ago, blends nostalgia with modern functionality. This shows that while trends change, lasting quality never goes out of style.
THERMOS launched a 120th Anniversary Vintage Series inspired by its 1940s and 1960s designs, blending nostalgia with modern style. The campaign's key message, 'STILL ME,' emphasizes THERMOS' enduring quality.
The video showcases this by juxtaposing vintage and modern eras, with era-specific items visually bridging the two. It opens with vintage THERMOS flasks transforming into the Anniversary Edition, showing how the brand has evolved in design while staying true to its roots. A key scene features the protagonist's outfit shifting from vintage to modern, symbolizing THERMOS' lasting presence across generations, always delivering the perfect temperature.
