comedy mix with surrealism

Industry: F&B / Convenience Food

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Objective: Our challenge was to position Alchemy Fibre as the one true solution to maintain the same great taste in refined white carbs, with the health benefits of brown rice

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Approach: Using a hyperlocalized family sketch, a mother tirelessly tries her best to satisfy the needs of her family - a mother-in-law who is only willing to eat white rice for the taste; a daughter who only wants brown rice for the nutrients

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Social: Video (Facebook, Instagram TV) 

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The video was viewed more than 1.4 million times during its campaign period

Word cloud visualizing the comments discussed by the audience suggests that the top topics are about eating together, family along with the brand being mentioned often