ICHI OCHA – Segernya Plus Plus! Animated Ad Campaign
Anime Attack! - Animation Ads
Ichi Ocha, as a prominent Japanese-styled tea drink brand in Indonesia, has launched Teh Madu Lemon as their new variant in their product lines. The product targeted the active, busy young adults longing for fresh escapade. Therefore, Ichi Ocha Teh Madu Lemon (lemon honey tea) comes to the rescue!
In this project, we introduced Putri and Affan, two urban youngsters who’re going through hard times with their routines and real-life problems, later causing them to be stiflingly hot while still on going with each of their problems. And then, Ichi Ocha’s freshness saved them from their hard times juggling their problems and routine.
We delivered the story of Putri and Affan in the form of anime-styled animation, with a popping and quirky vibe so that Ichi Ocha’s brand alignment was fulfilled accurately by the way we presented the advertisement in a fun way, Kolam Susu Studio specifically tailored.
Character Development
![[REPORT & CHECK IN] ICHI OCHA (2) (1)](https://kolamsusu.studio/wp-content/uploads/elementor/thumbs/REPORT-CHECK-IN-ICHI-OCHA-2-1-scaled-rlljbnttslaub231i2eawehgtc8jgrboa0usunh6e2.jpg "[REPORT & CHECK IN] ICHI OCHA (2) (1)")
![[REPORT & CHECK IN] ICHI OCHA (3)](https://kolamsusu.studio/wp-content/uploads/elementor/thumbs/REPORT-CHECK-IN-ICHI-OCHA-3-scaled-rlljbfda32z9ekfbvgqnrymbgve8jhe38uzfj5tpy2.jpg "[REPORT & CHECK IN] ICHI OCHA (3)")
Putri, a worker/researcher from the renowned beauty product industry in the metropolis, pressed by the fact she had to prepare her presentation due date that is getting closer, yet she also needed to plan her vacation with friends, afraid to be left out. Affan, an architecture student, panicked about his homework’s deadline date yet his priority to attend gigs was still on the peak and he didn’t want to miss his friends too.
We tried to represent Affan and Putri to represent two groups: college students and fresh graduate workers. We tried to make them still trendy using fashion that is usually used by urban youngsters in Indonesia. We created two set of clothes for both, one when they are still hustling with their lives, and the other one is when they are relaxed (to imply as a result of the product) in their moments of catharsis.
![[REPORT & CHECK IN] ICHI OCHA (5)](https://kolamsusu.studio/wp-content/uploads/elementor/thumbs/REPORT-CHECK-IN-ICHI-OCHA-5-scaled-rlljodl88wphd5m4929m4oyy3zkalcsycyk9kemg7u.jpg "[REPORT & CHECK IN] ICHI OCHA (5)")
We created Putri as a modest, modern, and as-quick-as-ever type of worker woman, prone to panicking because of haunting deadlines. Putri herself is shown to be capable and professional, but her relatively casual and audience friendly style is still strongly intact.
![[REPORT & CHECK IN] ICHI OCHA (4)](https://kolamsusu.studio/wp-content/uploads/elementor/thumbs/REPORT-CHECK-IN-ICHI-OCHA-4-scaled-rlljqvtjjwpalaxdytnitwaymqhcddbtmz57f0goey.jpg "[REPORT & CHECK IN] ICHI OCHA (4)")
For Affan himself, we worked on his upbeat, outgoing vibe, hence his hobby to attend gigs. We gave him a bit of comic-relief shonen vibe so this animation project, anime-wise, is relatable to the audience, also fans of anime.
Storyboard
First of all, we opened sessions to craft the storyboard with our friends in the studio. It was a packed, but fast process to kick off the productions and the storyboard, now we see on the screen, is done.
We maximized the opportunities making the ‘refreshment’ point of the product as the main star of the project without leaving any storytelling aspect. Conflict-wise, the protagonists are in a sticky situation, Ichi Ocha indirectly helping them from their problem as their conclusion is definitely potential and worth-showing to the audience.
We created the animation with a colorful, popping, and optimized (product-placement wise, also with help from Ichi Ocha internal team) presentation so that we can fully show what we can do to bring up Ichi Ocha advertisement in a new and fresh way.
Background
We envision that the setting is based on a busy and packed metropolitan capital city with an end note of refreshing and summer-like setting to enhance the story of both the protagonists.
With the help of our background artists, we changed the realistic look of the city and instead altered the color, proportion, and angle choice so that these backgrounds represented anime, the dramatic way of the animations. Because of our decision that the animation must have a quirky and pop look, we took those aspects as our major factor to the background creations.
