FCB SHOUT shows how to ‘Save The Drama’ this CNY with Pepsi

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”
Vice President, Marketing: Amy Gan
Brand Manager: Michelle Ng

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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