Entitled ‘Alchemist’, the movie follows the re-launch of the Lux brand in China and Japan and aims to break new territory in the FMCG sector. According to Jun Fukawa, executive creative director of JWT Japan, who developed the initial concept, the work aims to build an emotional connection with young female consumers in both markets through a memorable storyline.
The film features Zeta-Jones listening to a radio debate on the discovery of a ‘fountain of youth’ as she drives along a winding mountain road. It will reportedly form the centre of an integrated campaign, the full-length version being available online, with shortened spots to be screened on TV. Japanese audiences will also be able to access the film via mobile devices.
The initiative was created alongside JWT’s Japan and China offices.
The film can be viewed at http://www.luxfilm.jp
The film features Zeta-Jones listening to a radio debate on the discovery of a ‘fountain of youth’ as she drives along a winding mountain road. It will reportedly form the centre of an integrated campaign, the full-length version being available online, with shortened spots to be screened on TV. Japanese audiences will also be able to access the film via mobile devices.
The initiative was created alongside JWT’s Japan and China offices.
The film can be viewed at http://www.luxfilm.jp
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