Ritz Crackers - The Irresistible Crispiness Campaign
Mondelez Korea is planning a re-launch campaign for Ritz Crackers, a brand that has been absent from the Korean market for many years. With the aim of reclaiming Ritz's former dominance in the crackers category, now occupied by local products, Mondelez seeks to reposition Ritz as the top-of-mind cracker choice for the South Korean audience. In my role as Creative Director/Strategist, I am collaborating with FCB Seoul to develop innovative campaign ideas for Ritz, oversee the commercial production, and generate significant consumer interest.
The campaign's core idea capitalizes on the unique, crispy sound of Ritz Crackers. To capture the target audience's attention, we're employing ASMR (Autonomous Sensory Meridian Response) sound design techniques, perfectly suited to amplify the sensation of Ritz's irresistible crispiness.
Spotlight on the work:
https://www.campaignasia.com/video/ritz-crackers-ad-gets-entirely-too-intimate/432198
https://www.thedrum.com/creative-works/project/fcb-seoul-mondelez-international-asmr-ritz-crackers
https://www.mumbrella.asia/2016/12/agency-highlights-sound-crispy-crackers-campaign-launch-ritz-south-korea
https://lbbonline.com/news/fcb-seouls-new-ritz-spot-is-a-tasty-treat-for-the-ears
https://www.brandinginasia.com/fcb-seoul-ritz-korean/
Commercial Video:
Case Study Video:
The Headliners Project 2017
Client: Mondelez / Dong Suh Foods Corp.
Advertising Agency: The Headliners x FCB Seoul
Country: South Korea
Executive Creative Director: Taejay Lee
Creative Director: Fachrul Rizal
Art Director: Eunhea Kim
Copywriter: Seonghyeong Lee
Executive Producer: Kimi Kim
2017, LISBON INTERNATIONAL ADVERTISING FESTIVAL 2017
BRONZE ON CRAFT CATEGORY, SUB-CATEGORY SOUND DESIGN. RITZ CRACKERS – TASTE IT WITH YOUR EARS
2017, LISBON INTERNATIONAL ADVERTISING FESTIVAL 2017
BRONZE ON REGIONAL AWARD WINNERS FOR CENTRAL & EAST ASIA, CRAFT CATEGORY, SUB CATEGORY SOUND DESIGN. RITZ CRACKERS – TASTE IT WITH YOUR EARS
2017, CREATIVITY INTERNATIONAL AWARDS
GOLD & SILVER 47TH CREATIVITY AWARDS, MEDIA & INTERACTIVE DESIGN CATEGORY: RITZ – TASTE IT WITH YOUR EARS
2017, SUMMIT CREATIVE AWARD
BRONZE IN FILM – UNDER $25,000 BUDGET CATEGORY: RITZ – TASTE IT WITH YOUR EARS
