Targeting male consumers aged between 25 to 35, ‘Pact’ focuses on the themes of personal fulfillment and achievement through friendship.
The campaign, which comprises TV, online and print, will initially run in Greater China, and will be adapted for Asia-Pacific and Southeast Asia. The series of five TVCs tells the story of a young architect whose business partners recognise that his true ambition is to be a film director and fire him, proceeding to support him in writing and directing his first film.
The campaign, which comprises TV, online and print, will initially run in Greater China, and will be adapted for Asia-Pacific and Southeast Asia. The series of five TVCs tells the story of a young architect whose business partners recognise that his true ambition is to be a film director and fire him, proceeding to support him in writing and directing his first film.
Johnny Tan, creative director at BBH Shanghai, said the story was based on the insight that overcoming challenges and attaining goals has a more pronounced social dimension in Asia than in the West. “We wanted to take the concept of toasting a step forward and create a sense of brotherhood relating to progress,” he said. “The films show personal struggle and reaching for a dream. What resonates is that you can’t make it alone.”
The series will be divided between TV and a designated website to allow for greater depth of content, while the print component serves to fuel curiosity and drive traffic to the website. Tan noted that the target audience spent a considerable amount of time online. “A longer format online allows people to relate to the story in a more intimate way,” he explained.