Suntory launches apocalyptic spot to push new beverage in Indonesia

Suntory has released two short interactive digital films with the help of Arcade Singapore to promote its "good mood" drink brand launch in the Indonesia market. The agency collaborated with film director Christoph Chrudimak to create the mini movies.

The movies are based on the insight that the difference between having a good day and bad day can come down to the mood the viewers choose to put themselves in. Both films star the same young male protagonist and chronicle the chain of events that follow him through a good day and a bad day. The first film, titled “The Bad Choice” runs in reverse chronology.

It opens on an apocalyptic scene and transporting the viewer through a series of domino events which takes the protagonist to his initial decision of picking another beverage over Suntory’s good mood drink. Viewers are then prompted to click on the second film, titled “The Good Choice”.

"The Good Choice” follows the same protagonist through the exact same day, where locations and characters are mirrored, but the chain of events is dramatically different, ending with the character starting a viral sensation.

The campaign includes 15 and six second teasers, and will run across TV, cinema, online, outdoor and social media. A POSM and activation/sampling campaign will also be running throughout the year.

“This is an ambitious unconventional approach for a market like Indonesia and we are delighted to be working with Arcade to be pushing boundaries,” Mario Suzuki, vice president - marketing (beverage division) from Suntory Beverage & Food Asia, said.

“Suntory were keen to push the boat out on this one, so we thought a man rescuing a chicken from marauding mutants seemed like a natural place to take the brief. Thanks to a wonderfully collaborative working relationship with the Suntory team, we’ve created a hard-working, unique campaign within the Indonesian drinks category,” Arcade founder and CCO Gary Tranter, said.

Arcade Team
CCO/Founder: Gary Tranter
CCO/Founder: Matt Cullen
Art Director: Kayla Chia
Business Director: Yvonne Lee
Account Director: Evaan Miocevich
Agency Producer: Derri Ng
Agency Producer: Keith Chang

Client: Keisuke Inakagi
Client: Mario Suzuki
Client: Remy Koubbi
Client: EuJin Cheah

Director: Christoph Chrudimak

Production Company: Applebox Asia
Post-Production Company: Chimney, Alice VFX, QuietLab
Original Music Composition: Song Zu