Dutch Mill shows behind-the-scenes struggle of unveiling new product during lockdown

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Thailand dairy brand Dutch Mill has released a behind-the-scenes video “The Lockdown Rube Goldberg” to show the struggle of filming and launching a new product during lockdown. The video was created during the filming of a commercial for the company's new product, the Dutch Mill Selected Rich Espresso coffee-flavoured milk, and done together with Wunderman Thompson Thailand.

Initially, the commercial planned to use a Rube Goldberg machine to demonstrate the journey of fresh milk and rich espresso coffee. However, due to the lockdown, the shoot could only be achieved with five people behind the camera. With the behind-the-scenes video, Dutch Mill wanted to show the perseverance of the director and art director, sending a hopeful message to locals to stay strong through their own adversity.

https://vimeo.com/598609494

ECD Thasorn Boonyanate said that by shooting this footage, it wanted to prove that is possible for brands to launch communications despite the five-person production limit. "Not only did we commission the crew to make this documentary to promote themselves, but we also diverted a portion of our agency fee to hire 70 production staff who are currently out of work", Boonyanate added. MARKETING-INTERACTIVE has reached out for a comment.

As more businesses face the challenges from the pandemic, Dutch Mill also wanted to show support for the industry in these tough times. Marketing director Raviwan Mahakachaporn said that in the current lockdown situation, freelance workers who are not on payroll are having a tough time as compared to the others. He then added that these workers would need all the support they could get, and the company is happy to be their working partner. "We hope this video will cheer you up and fuel your strength to fight another day", said Mahakachaporn.

Meanwhile, other brands in Thailand have also made efforts to show its support during the pandemic. Just last year, automotive brand BMW Thailand partnered up with nine local and international artists from the “BMW Unbound World of Art Series” project to design new stickers that will help share messages of love and care in these times of COVID-19 social distancing. The net proceeds from sticker sales were presented to Chaipattana Foundation’s Fund for COVID-19 (and Other Diseases) to support the procurement of medical equipment and supplies for hospitals and healthcare professionals treating patients with COVID-19.

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