"Memory" is the core brand value of Kingston, the leading memory brand. Between 2013 and 2015, Kingston successfully launched a series of brand films depicting revisiting good memories. And, the client wants to continue emphasizing brand asset Memory. Also, they wish to see a new spin on it. How we execute that to continue owning the brand asset, memory, but introducing a new perspective, as well as catering to a broad APAC demographic became two of our most crucial challenges.

Memories link past, present and future. The film centers around a foreign worker who encounters a little girl, the sole survivor of a mudslide that engulfed her village. Whenever it rains, the little girl paints a bell tower, which signifies the hopes of villagers in her memory. Deep in our minds, we all have our own bell tower of memories. Only when we face it, understand it, can our bell towers give us the strength to live again.

We noticed that in recent years, besides Covid-19, countless catastrophes have happened. Especially, the Asia-Pacific region, our core target, is the region hardest hit by natural disasters. Typhoons in the Philippines, Floods in Indonesia, and the horrific Train Crash in Taiwan. In this moment, amid global disasters, we decided to look at the other, traumatic side of memories, and explore how it empowers us.

When it comes to the execution of the film, because of the pandemic, shooting abroad was off-limits. Therefore, we resorted to shooting in Taiwan. Because of this, we really studied cultural details to fully recreate a Southeast Asian landscape. From casting, styling, to the prop setting of the film, every aspect was closely considered to build a Southeast Asian village from scratch, which encompassed local street eateries, corner shops, and tricycles that locals use daily to commute with. Also, to humbly face traumatic memories, we consulted psychologists and developed the storyline carefully.

The film soon ignited great discussions among 10 Asian countries, setting new viewing (20M+ views) and reach (70M reaches) records, 420 international media outlets reported on the film and it attracted numerous comments and shares, allowing past trauma to be redefined. Not only enhances brand favorability, but also improves 150% sales growth.