Model work: when Jakarta's RT Films and director Bo Krabbe first received the boards for a series of four commercials for cigarette brand A Mild, they were excited--at the simplicity of the actual message but also at how open the creative team of Ogilvy & Mather was to their treatment.(tvc production & post)
Asia Image, October, 2003 by Lee, France
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The objective of this latest campaign for the Indonesian tobacco company was not only to communicate that its product has lower levels of nicotine but also to create commercials unlike any other. A Mild has become an iconic brand in Indonesia and is a trendsetter in breaking norms and standards.
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Krabbe took the initial concept of the TVCs to another level by "using origami and keeping the look and feel of origami". He also chose to keep things organic, he says, "which to me basically means to get everything in camera as natural as possible, and it shows and feels ...
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