FCB SHOUT’s first outing for leading beverage manufacturer Etika, sees the agency delivering a cheeky campaign aimed at alleviating typical festive frustrations whilst boosting bottle sales during Chinese New Year.
“Chinese New Year ads and films are always unnecessarily dramatic and filled with overused storytelling cliches. So, to bring a little entertainment and happiness to the audience, we used one of the most recognisable tropes in typical Chinese movies – the interaction between a triad boss and a damsel in a karaoke lounge – before revealing an entertaining twist.
This spot was created to stimulate a behaviour change, encouraging celebrants to choose Pepsi’s 1.5L bottle format to reduce wastage during Chinese New Year.” said IeTjer Wang, FCB SHOUT’s Head of Creative
FCB SHOUT won the pitch for the campaign in November, beating out several other agencies. Commenting on the agency’s appointment, Amy Gan Etika’s Vice President of Marketing had this to say: “It didn’t take us long to make the decision to award the campaign to FCB SHOUT.
The brief was an extremely challenging one because changing consumer behaviour – especially one that is as deeply rooted as Chinese New Year celebrants buying canned beverages to serve their guests – is one of the most challenging tasks for us as marketers.
We needed a really strong idea that was backed by an equally robust consumer insight to stand a chance, and FCB SHOUT managed to deliver exactly that via ‘Save The Drama’. Not only did the agency produce a campaign that was entertaining as it was insightful, they also executed it well despite the short turnaround time.
We’re confident that we will see an uptick in sales for Pepsi 1.5L this festive season”
The additional of Pepsi to FCB SHOUT’s client roster adds yet another sparkle to the Malaysian owned and operated creative agency cap that already features blue-chip brands such as RHB, Resorts World Genting, Darlie, Domino’s, Spritzer, Touch ‘n Go, McCain and EcoWorld amongst others.
“Winning over Etika is testament our well-storied capabilities in FMCG marketing. Cracking the brief was indeed a challenge as we needed an idea that not only sparked behaviour change, but doesn’t come across as being too preachy.
Limiting wastage during the festive celebrations is a step in the right direction towards sustainability and we’re glad that the idea managed to bring across our point in an entertaining manner.” said Syahriza Badron, FCB SHOUT’s General Manager.
Title: Pepsi “Save The Drama”
Etika
Vice President, Marketing: Amy Gan
Brand Manager: Michelle Ng
FCB SHOUT
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
General Manager: Syahriza Badron
Head of Creative: Tjer
Associate Creative Directors: James Voon, Jonathan Chan, Boon Chuan Suah
Vernacular Writers: Felice Puah
Associate Brand Director: Kong Pooi Ling
Brand Manager: Richie Chan
Producer: Amin Taib
Production House: KDCO
Film Director: Saifful Shah
Executive Producer: Fendi Harjoh
Producer: Syamimi Ali
Offline Editor: Saifful Shah
Online Artist: Ikhmal Gelbert
Colorist: Saifful Shah
Audio House: Crosstown Connection
Composer: Ananth Kumar
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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2023 to May 2024
Submissions Deadline
30th June 2024
APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)
