Insights into Parodies

Launch Video Play, another Video On Demand product, in what was a saturated market. The product was aimed at price-sensitive prepaid consumers, who were worried about the high data costs involved. The creative had to convince the audience that this new product was affordable and unique. 

The Creative launched a series of entertaining online parodies to highlight the pain points most consumers face on similar platforms. The use of movie parodies such as ‘Last King of Skaftin’ (slang for a box used to carry leftovers) and ‘Once upon a time in Yeoville’ was created to inform consumers about the various payment methods and other features that made the platform unique. 

This project holds a special place in my heart, as the enjoyment I experienced while ideating concepts to address these pain points was truly a journey. We created, revised, and crafted the brand's positioning line and overall look and feel until it received final approval. I wrote 16 scripts and involved junior team members during the concept stage to ensure cultural relevance and diverse perspectives. Ultimately, the client approved 5 scripts. While these may have been the safest options, our team felt satisfied knowing that the work produced was well-deserved and impactful.

I served as the Lead Creative on this project, responsible for conceptualising and overseeing all messaging, as well as the overall look and feel. I was actively involved in both pre-production and post-production processes.

The Bookmarks 2019

Finalist