The 2 viral short films we created under the "Cinematic Concert Experience" concept. The story tells the betrayal of 2 best friends, a Boxer and the Mafia. One story told though two different points of view. It was absolutely necessary to go to the concert if you wanted to satisfy your curiosity about how the story ended. The final episode was shot live as it happened at the concert and immediately edited and screened on location.

Departing from its competitors, Shoot the Music is an unconventional event, mixing music and film. The concept, Cinematic Music Experience, encapsulates the show where people can take part in a concert directed by quirky influential film director Pen-Ek, to enjoy the music and, to their surprise, star in a film.We took audiences on a theatrical journey, starting with teaser films that led to the concert, and involving them in the final film, which was shot and edited on location for them to see. The journey lasted 4 months compared to the typical single night concert.The story? See the summary film with this case, but in essence, we ran the whole gamut of media (DM, Social, Print, Radio, Event, Cinema, PR, OOH) and the whole gamut of emotions - love, friendship, loyalty, betrayal, corruption, anger, surprise and relief. The surprise and relief parts were played by the audiences themselves.

- Increased the rate of attracting new/occasional users by 15% (Source : Brand Health Tracking Study, National basis vs Previous Quarter)- Spontaneous brand awareness in BKK area grew by 10% versus a decline of 16% nationally (Source: Brand Health Tracking Study)- Positive Brand Health Measure in BKK was 34% higher relative to the rest of the country (Source: Brand Health Tracking Study)- The event and buzz behind the campaign was so popular we generated 4 times as much free PR as we paid for (our target had been $1 per $1 spent)