×

    FCB Seoul Creates a Film of Sight and Sound for Ritz Crackers in Korea

    By Asia Ad Junkie - Dec 5, 2016
    FCB Seoul Creates a Film of Sight and Sound for Ritz Crackers in Korea

    Using Autonomous Sensory Meridian Response (ASMR) sound design technique, FCB Seoul has created a cool new spot for Mondelez/Dong Suh Foods Corp. for their Ritz Crackers brand in South Korea.

    ASMR refers to a physical sensation characterized by a pleasurable tingling sensation on the skin that typically begins on the scalp and moves down to the spine and the base of neck. It is commonly triggered by specific acoustic and visual stimuli.

    Watch: The 20 Most Shared Ads of 2016

    The spot was created in collaboration with renowned sound studio Dr. Hook and The Headliners production company. The campaign is aimed at highlighting the crispy crunch of the Ritz Crackers.

    Check it out.

    Whether you felt a tingle or not, the spot is a great watch and a great listen with it’s bright colors and meticulously put together audio track.

    According to the release:

    The film uses ASMR sound recording and mixing technology by dramatising the depth of sound levels. Sounds that would have otherwise been excluded in commercial film making, such as the fricative sound of the package, whispering, the crispy chewing of the cracker, and even the dropping of cracker crumbs on the table, were carefully planned and placed depending on the action of the model and the camera movement in the film.

    “Instead of simply mentioning ‘crispiness’ in the ad, we wanted to allow people to experience it. With the use of ASMR and sounds from the product, the film stays true to the essence of cracker, whilst standing out amongst noisy and loud snack ads in Korea today” says FCB Seoul’s executive creative director Taejay Lee. The campaign film directed by Jay Jun will be supported with a 360° communication strategy across online, social media, cinema, TV, and POS.

    CREDITS:
    Client: Mondelez / Dong Suh Foods Corp.
    Advertising Agency: FCB Seoul
    Country: South Korea
    Executive Creative Director: Taejay Lee
    Creative Director: Fachrulrizal Anang
    Art Director: Eunhea Kim
    Copywriter: Seonghyeong Lee
    Business Director: Jerry Yoon
    Account Manager: Henry Lim
    Account Executive: Cindy Lee
    Production: The Headliners Director: Jay Jun
    Executive Producer: Kimi Kim
    Planner: Yodha Giwangkara
    Producer: Sungmin Kim
    Assistant Director: Julia Park
    DOP: Chando Jung
    Sound Design: Dr. Hook
    Sound Director: Youngmoon Yoon

     

    Get more brand in your diet

    We never share your info, we only share ours.