| 标题 | The Marketplace |
| 广告公司 | BBH |
| 广告战役 | Playtime Is Over |
| 广告主 | Samsung |
| 品牌 | Samsung Exynos |
| 首次发布日期 | 2022 / 1 |
| 行业领域 | 家用电器和视听产品 |
| 剧情简介 | In order to highlight the graphic quality of the Exynos processor, Samsung wanted to draw a parallel between two worlds: the world of old video games and the world of new video games with a more advanced graphic style.The Rabbit is inspired by the character of Alice in Wonderland and links two distinct worlds, the old video games (first market) and the most recent games (underground market).In the first world, we find distant references to Tetris or Pac-Man, especially in the pixelated fruits sold on the market. In the second one, we enter into more realistic and accomplished games, in which the anthropomorphic characters transport us into a virtual world. This parallel between the two worlds illustrates the strengths of Samsung’s Exynos 2200 mobile processor, which promises to deliver the same quality of gameplay on your phone as on a console. |
| 哲学 | BBH London creates an action-packed, CGI-rich 60-second film, launching today, for Samsung Electronics’ System LSI Business, heralding the new era of grown-up mobile gaming enabled by its Exynos 2200 ‘next generation’ mobile processor. Until now, high-quality immersive gaming experiences have been restricted to console-based game play. The Exynos 2200, however, will revolutionise the quality, speed, and sophistication of mobile games when the processor chip is built into next generation mobile phones launching this year. The 60-second film, ‘The Marketplace’ opens in a metaphorical mobile game market –– a visual metaphor for an online app store –– and follows a female character passing by an array of street vendors trying to sell her poor-quality, heavily-pixelated 8-bit computing-style fruits, and weapons. The hero is soon lured down an alleyway by a grizzled, Alice-in-Wonderland-inspired white rabbit to an underground black market populated by darker characters and vendors trading guns and weapons, all in full HD quality. The action ends with the line: ‘Playtime is over’. The agency’s brief was to drive anticipation and excitement among keen gamers ahead of the launch of the first phones containing the new mobile processor, which features a state-of-the art mobile graphics processing unit (GPU) developed by Samsung in partnership with AMD. The starting point was the idea that the new GPU would now make mobile gaming serious. This, in turn, inspired the ‘Playtime is over’ campaign theme and strapline. ‘The Marketplace’ was directed by film and top European commercials director (and gamer) Matthijs Van Heijningen, whose numerous past commercials credits include the acclaimed ‘Ostrich’ –for Samsung Electronics, ‘Vampire Party’ for Audi, and the multi award-winning spots ‘Bear’ and ‘Closet’ – both for Canal+. The production company was MJZ. The post-production house – and creator of the film’s lead CGI characters: White Rabbit and Lizard – was Paris-based digital effects specialist Mikros, with which Van Heijningen worked closely on The Forgotten Battle, one of the most expensive Dutch films ever produced, which he directed for Netflix and is a streaming hit. Live action was filmed on location in Kiev, with much done in-camera and significant time and effort invested in art department and wardrobe, with a high level of craft involved to maximise production quality – all costumes made, for example, were bespoke. Original music was composed by Goldstein Music. Sound effects were done by 750mph. The commercial breaks on January 18 and will run until the end of February. It will run across YouTube, Instagram, Twitch, Reddit and TikTok. The film will be supported by cross-platform executions inspired by the creative concept and sharing the ‘Playtime is over’ theme, executed by Cheil Pengtai. |
| 媒体类别 | Web Film |
| 长度 | |
| 音效 | 750mph |
| Production | MJZ |
| Global Chief Marketing Officer | Adam Arnold |
| 执行创意总监 | Helen Rhodes |
| 创意总监 | Philip Holbrook |
| 创意总监 | Stuart Royall |
| 美术指导 | Wil Maxey |
| 文案 | Elliott White |
| 广告公司制片 | Joe Pawsey |
| Senior Account Director | Sam Hardy |
| 客户总监 | Agata Krupa |
| 客户经理 | Alexander Boden |
| Strategy Director | Aparna Bangur |
| Chief Strategy Officer | Will Lion |
| 导演 | Matthijs Van Heijningen |
| 制片 | Donald Taylor |
| 剪辑师 | Rich Orrick |
| 剪辑公司 | Work Editorial |
| 后期制作 | Mikros |
| 音效 | Sam Ashwell |
| 音乐公司 | Goldstein Music |
| VFX Company | The Mill Paris |
| VFX Supervisor | Laurent Creusot |
| VFX Producer | Nicolas Huguet |
| CG Lead | Guillaume Dadaglio |
| Flame Artist | Damien Canaméras |
| Concept | Nathan Lucas |
| VFX Executive Producer | Fabrice Damolini |
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