Ogilvy & Mather Shanghai’s recent film for Agoda, produced for China, is a laudable example of a client supporting a spectacular yet subtle piece of filmmaking for a market more accustomed to stark and overt messages.
The spot brings a level of filmmaking quality that is seldom seen in China’s advertising industry. This should come as no surprise given that it was produced by London-based Smuggler, the most awarded production company in the world in 2015, in a rare collaboration between a China-based agency, international or otherwise, and a top international production company. The film demonstrates the potential when bold ideas, brave decision-making and outstanding craftsmanship collide.
这种碰撞所打造的广告，在中国市场上还很陌生。4A公司通常选择避开风险性较大的电影化制作流程而选择保守（通常情况下是客户所热衷的）的道路。这一点也一直广为诟病。这一行为也一直为人们所诟病。倘若这部广告片能够在目标人群中产生共鸣，那么也应该树立先河，带来积极地效应，激发广告人的信心，懂得加大投入，提升制片水准可以赋予品牌以真正的价值的道理 – 起码是针对中国广大80、90后人群的广告而言。
These factors have combined to create a film that feels foreign to the China market. Big international 4A agencies in particular are often accused of shying away from what they regard as risky, alternative films in favour of safer (generally described by clients as ‘premium’) work. If the Agoda campaign proves to resonate with its target demographic, it will set a positive precedent that should inspire confidence among advertisers that investing in quality filmmaking, at least in campaigns aimed at China’s affluent eighties and nineties generations, can bring real value to a brand.
O&M Shanghai was briefed with creating a 60-second film to appeal to China’s wealthy twenty and thirty somethings that are increasingly moving away from packaged group holidays in favour of unique travel experiences. SHP+ spoke to Ogilvy & Mather Shanghai Head of Creative Content, Charlie Macpherson, to learn more about how the film came together.
It was a brand new idea for a brand new Client. It was the idea we pitched with. We won the pitch a month before we shot, so very tight. The larger campaign goes far beyond just this film. This was just the launch film, the attention grabber.
客户很鼓励创造力，也不怕冒险，其实文案上Juggi Ramakrishnan（上海奥美执行创意总监）和Graham Fink（奥格威中国首席创意官）提出的想法极其大胆。但是客户思想非常开放，而且给了我们巨大的创意空间。所以，我们之间的合作非常愉快。像这样大规模的宣传对客户来讲也是一次全新的经历。品牌发布其实是他们迈出得未知一步，所以既令人兴奋，又很伤脑筋。
They encouraged creative work and weren’t afraid to take a risk on what, on paper, was an extremely bold idea of Juggi (Ramakrishnan, ECD, O&M Shanghai) and Graham (Fink, CCO, Ogilvy China). They were very open-minded, and gave us a good amount of creative space. It was a very good partnership. A campaign of this scale was a very new experience for them. Launching a brand is a step into the unknown, so it was exhilarating and nerve-wracking.
We shot for five whole days, with pick-ups in between and on travel days. We were a very small company unit that gave us the flexibility to shoot whenever, wherever we wanted. The whole crew travelled together for eight days like a documentary crew, the cast as well. It was the only way we could get the money to work.
Josh is a perfectionist when it comes to lighting (mostly natural/practical), so of the five or six shoot days, I reckon we got up at 3.30am for 4 of them and wrapped very late. It was easily the most exhausting shoot of my career. Finally, we had to present a 60 second version 36 hours after wrapping so the schedule was pretty full on. I think we shot something like seven hours of footage.
I love working on a project where there is no firm script and we are in a position to give the director the freedom to improvise and adapt as we progress. We knew Josh well after Huawei, which was a big success for us in the region, so the trust was there and, importantly, the Client trusted our trust in Josh, so it made things easier.
- 导演：Joshua Neale
- 摄影导演：Khalid Mohtaseb
- 剪辑：Matt Osbourne
- 调色师：Vincent Taylor
- 声音设计：Green United Music (GUM)
- Agency: Ogilvy & Mather, Shanghai
- Director: Joshua Neale
- DOP: Khalid Mohtaseb
- Editor: Ross Hallard at Trim London
- Production company: Smuggler London
- Postproduction: MPC Shanghai
- Colorist: Vincent Taylor
- Sound Design: Green United Music (GUM)