2011 Winners & Shortlists

Brief Explanation

The story line someone in eating situation says they don’t wish any cheese, and then the panda appears and wreaks havoc at this moment of refusal. Everything about this film is to build up to a shocking and surprising appearance of the panda so the comic effect ''Never say no panda theme line is maximized. The real casting is intentionally awkward and unusual looking. The panda's hand adjusting the product shot is the way the film shows the passion the panda has for cheese. Situation: Panda cheese (prominent dairy products manufacturers wanted to increase market share/ awareness. Insight: panda gets best quality ingredients to produce cheese that is why it is irresistible Idea: irresistibility equals never say no to panda. Solution: translate the irresistibility claim of the strategy, which means can’t say no to panda into a literal execution as you cannot say no to the real panda (Mascot) such a double play on meaning as given an incredible amount of room for creativity humor yet still in line with the brand strategy/promise '' irresistibility''