Leo Burnett Bangkok creates a lot of hot air to launch new spicy duck flavoured Sun Snack

Duck1.jpgLeo Burnett Bangkok created an intriguing film that immediately went viral across Thailand for the launch of Sun Snack's new "Hypercharged Spicy Duck Flavor" sunflower seeds.

Shot and produced to resemble an authentic Chinese newscast, the film presents a problem affecting a rural farming community in southern China. The short news clip presents a story about a farm whose ducks have mysteriously begun to emit flaming gas from their behinds.


The ducks' angry owner believes chemical pollution is the cause of this unprecedented phenomenon, but Chinese government scientists refuse to accept this explanation.
Duck2.jpgDuck3.jpgThe newscast ends without any branding and leaves viewers wondering if what they saw was in fact real. In a few short weeks, this video was watched over 500,000 times online, and appeared on countless websites and was even broadcast multiple times on Thai TV shows and multiple news programs.

After a month of buzz building around this newscast, the film re-appeared with a different ending, promoting Sun Snack's new "Hypercharged Spicy Duck Flavor". The new ending led to an immediate 300% sales spike in Sun Snack's products, and millions of dollars worth of free PR for the brand. This carefully orchestrated campaign won over the Thai public with one of the most memorable fake newscasts the country has ever seen.   

Title:                Beijing Duck
Brand:                Sunsnack
Client:                T.C. Pharmaceutical Industries Co., Ltd.

CCO:                                Sompat Trisadikun
ECD:                                Keeratie Chaimoungkalo
Creative Director:              Chanyutt Boonyagate
Art Director:                        Nuttayut Sankla, Chanyutt Boonyagate, Sompat Trisadikun
Copywriter:                        Chayamon Bunnag
Agency Producer:                Rungrudee Shinpratan
Director:                        Ratakorn Apichatyothin
Editor:                                Songsak Visitpakdeekul
Producer:                        Penpark Pattanavichaikul
Photographer:                        Kritchai Mongkolsapphaya
Production House:                I'm good Co., Ltd.
Sound Studio:                        Cinesound Co., Ltd.
Sound Engineer:                Sakchai Kungwanprasert
Account Service:                Jirapun Chaipatamanont, Pimolporn Leosirikul, Marisa Shaw

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