Pepsi Says ‘Save The Drama’ in CNY Campaign

FCB Shout’s first campaign for beverage manufacturer Etika, sees the agency deliver a cheeky film aimed at alleviating typical festive frustrations whilst boosting bottle sales during Chinese New Year.

“Chinese New Year ads and films are always unnecessarily dramatic and filled with overused storytelling cliches,” said said IeTjer Wang, FCB Shout’s Head of Creative.

“So, to bring a little entertainment and happiness to the audience, we used one of the most recognisable tropes in typical Chinese movies – the interaction between a triad boss and a damsel in a karaoke lounge – before revealing an entertaining twist. This spot was created to stimulate a behaviour change, encouraging celebrants to choose Pepsi’s 1.5L bottle format to reduce wastage during Chinese New Year.”


FCB Shout won the pitch for the campaign in November, beating out several other agencies.

Commenting on the agency’s appointment, Amy Gan Etika’s Vice President of Marketing had this to say: “It didn’t take us long to make the decision to award the campaign to FCB Shout. The brief was an extremely challenging one because changing consumer behavior – especially one that is as deeply rooted as Chinese New Year celebrants buying canned beverages to serve their guests – is one of the most challenging tasks for us as marketers. We needed a really strong idea that was backed by an equally robust consumer insight to stand a chance, and FCB Shout managed to deliver exactly that via ‘Save The Drama’.”




Vice President, Marketing: Amy Gan
Brand Manager: Michelle Ng

FCB Shout
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
General Manager: Syahriza Badron
Head of Creative: Tjer
Associate Creative Directors: James Voon, Jonathan Chan, Boon Chuan Suah
Vernacular Writers: Felice Puah
Associate Brand Director: Kong Pooi Ling
Brand Manager: Richie Chan
Producer: Amin Taib

Production House: KDCO
Film Director: Saifful Shah
Executive Producer: Fendi Harjoh
Producer: Syamimi Ali
Offline Editor: Saifful Shah
Online Artist: Ikhmal Gelbert
Colorist: Saifful Shah

Audio House: Crosstown Connection
Composer: Ananth Kumar

The Staff

The Staff

Gettin' it done, when the done needs gettin'.

Read More

subscribe & get more brand in your diet


get more brand in your diet

We never share your info,
we only share ours