The campaign, developed by Y&R, will run across television, print, outdoor and on-pack and aims to show the opportunties that can be missed when you don’t stay alert.
The TVC shows the story of an aspiring actress who could have been the star of action movie had she been alert enough to spot the clues when sharing an elevator with the film’s director.
The campaign also includes a dedicated Facebook page that encourages young people to engage with the brand with videos and puzzles testing mental agility.
It is a follow up to Brand’s “Blur or not” campaign last year, which featured an experiment demonstrating a general lack of alertness among people going about their everyday activities.
Soohan Han, regional associate account director at Y&R Singapore, said, “Having been around for over 175 years, Brand’s Essence of Chicken had been perceived as a traditional brand for older consumers. This campaign highlights the benefits of the brand in a way that is fun and relevant to younger consumers.”