This is a lot of fun. The 'Smart way to pay' campaign for Mastercard started off with the 'trailer' above. The trailer appeared to be for a horror movie starring two well-loved young Indonesian celebrities, Prilly Latuconsina and Raditya Dika (who had already appeared together in a popular horror/comedy, The Hangout).
However, plot twist: The trailer was not actually real, as became clear when the campaign followed it up with a series of 'behind the scenes' videos (below). In these clips, the two stars—during breaks while 'filming' the fictional movie—discuss various factors that show you don't have to live in fear when shopping with Mastercard.
The campaign includes TV, OOH, online videos, digital banners, issuing banks and a comprehensive social rollout. The trailed came out on 28 August and the other videos on 2 September. McCann claims the trailer has so far garnered 3.8 million views and 1.4 million engagements.
As a woodland creature, Ad Nut doesn't really understand why humans consider forests scary. On the other hand, anything that keeps you people from trampling our lovely ecosystems is a good thing. So yes, stay out of the spooooooky woods, humans!
Group Creative Director: Eirma Webster
Group Creative Director: Angie Featherstone
Creative Director: Mohamad Khadafi
Senior Art Director: Jerry Li
Junior Art Director: Christie Susanto
Senior Copywriter: Ashok Narandran
Junior Copywriter: Ng Peiling
Regional Planning Director: Judd Labarthe
Planning Director: Manasi Trivedi
Regional Business Director: Chris Galea
Regional Group Account Director: Elisa Tsang
Senior Account Manager: Ho Jie Wei
Account Executive Nadhira Saleh
Regional Digital Director: Felipe Oliviero
Social Media Manager: Shruti Gattani
Associate Channel Manager: Alicia Kosasih
Executive Producer: Melly Damayanti
Di & Print Production Manager: Darren Soong
Studio Manager: Ivy Yap
Director: Eugene Panji
Production House: 25 Frames
Bts Production House: Highangle Productions
Audio House: Fuse Aventures In Audio
Media Agency: Carat APAC
Pr Agency: Weber Shandwick
|Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.