How to turn a barcode into a medium?
When we received the Father's Day brief for MILO, I knew instantly we needed to do something very different, since MILO has rarely communicated about dads on their previous communications.
A few ideas were bounced among my team, but one observation stood out, on the barcode of MILO pack, there's been 2 silhouette playing basketball - fun fact, even our colleagues who worked on MILO for a long time, missed this detail. We took that little detail and mirror it with the way Asian dads express their love - through actions rather than words. Then, "BA CODES OF LOVE" came to life, another fun fact - BA means dad in Vietnamese.
During a time where viewers are more skeptic than ever about AI contents, I want this idea to have a human touch edge - stop motion - we explored a few possibilities.
To draw directly on the pack, I came across Duong - an artist who hand-draws watch's faces, and asked her to give it a shot.
Due to short timing, we cannot proceed the full film with Duong, but she managed to complete one sequence for us, we needed an alternative solution but still keep the stop-motion treatment. This was when Tree studio came to the rescue, a frequent partner with Ogilvy to illustrate storyboard, the team at Tree worked around the clock to meet the shooting day deadline, even on set, some frames are still being colored.
A glimpse of the madness we had to pull through to bring this idea to life. It was chaotic, but was totally worth it. Every frame of it.
Creative Team: BJ Galinato, Huy-Vu Nguyen, Tran Vuong, Chau Bui, Tran Bui