Challenge

As an industry, we are not merely in competition with other ads or even with other advertisers. We are in competition with culture. Moreover, to advertise in the midst of the pandemic's stress and tension, we must produce something entertaining that is more than just an advertisement film.

Inspiration

From the script to the film technique itself, every aspect of The Trainee was used to create a piece of entertainment, not just advertising film. We used a unique and culturally relevant Wes Anderson-style art direction and blended each product’s key messages and entertaining storyline as one.

Idea

The 1 is a department store membership program with which members can redeem points for various privileges. However, despite having 19 million members, only 2 million of them are active users. The rest are unaware of the huge loss of exclusive privileges they’re missing out on the new app.

We made the program available online through The 1 App, which allows easy access to even more members’ rewards and offers and reminds non-active users just how many privileges they stand to gain – and lose – on The 1’s new online app.

To highlight privileges, The 1 launched a Wes Anderson-style online film about a lost-and-found department where millions of forfeited privileges were left unredeemed.

The story follows a new trainee who is assigned to inform The 1 members about their lost privileges while introducing The 1 App and its features. Can the trainee hold true to his oath even while getting shunned and mistreated?

We merged each key message with a storyline, which led to the idea of the Lost & Found Department in the film – an idea that hooks the audience into following The Trainee.

Growth

  • App Downloads: +95%
  • Monthly Active Users: +41%
  • Within 1 month: All-time user high for The 1 App
Wunderman Thompson Thailand WORK The1 The Trainee

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Awards

2022 Spikes Asia

Film


Shortlist