Bar-B-Q Plaza golden pan has been around for 29 years. It has been at the centre of many customers’ moments, and played an integral role in the brand’s philosophy of ‘making the most of now’. After 6 years of research and development, Bar-B-Q Plaza was ready to reveal its new stylish black pan. They planned to try it out in 25 of their flagship branches, before implementing it nationwide. We were tasked to create awareness of the new black pan and invite consumers to be among the firsts to try it out.

Bar-B-Q Plaza was about to change their grilling pan in September 2016. Earlier in the year, a customer coincidently started an online petition requesting to change the pan because of the soup space being too narrow to fit a spoon. Other consumers complained about their meat sliding down into the soup space.

We turned their complaints into the reason for our change of pan, in a tongue-in-cheek way. We dramatized them into scenes mimicking Thai soap operas.

The film starts like a heartbreaking drama movie, drawing the audience into an intimate moment between mother and daughter. The daughter is upset for a reason and the mother invites her to voice out her problems. We reveal that she is upset about Bar-B-Q Plaza’s old pan. After a few over-the-top bursts of emotions and complaints from different people, we then reveal our new stylish black pan as the pay-off.

The film starts like a heartbreaking drama movie, drawing the audience into an intimate moment between mother and daughter. After a few over-the-top bursts of emotions and complaints from different people, we revealed our new stylish black pan and invite consumers to come try it for themselves.

The film was launched on nationwide television, on Bar-B-Q Plaza’s Facebook page, as well as various online channels, the day the new pans were available in stores.