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DirectAsia.com’s Robin Hood Swings into Action

DirectAsia.com believes that advertising by the insurance industry in Asia has relied too heavily on traditional imagery.
Simon Birch, CEO of DirectAsia.com, said: “So far, advertising for insurance here has remained traditional and rather boring. You know the ones with impossibly good looking families with perfect teeth standing under umbrellas etc. Our latest campaign aims to change all that, as well as change people’s negative perceptions about the way insurance is done.”

Protecting the wallets of insurance customers throughout the region, the gallant and chivalrous Robin Hood has become the new spokeshero for DirectAsia.com – an online insurance company. Joining the ranks of a straightforward, fair-minded, tech-savvy company like DirectAsia.com was a perfect fit for Robin who states “We came to put insurance into the hands of the people!”

Alchemy Asia (Hong Kong), the agency behind the hero, decided that the Robin Hood character would best represent the values of DirectAsia.com. Creative Director Bennett Leung says “Robin Hood is the perfect character to represent DirectAsia.com. He fights for the rights of the people. He’s a challenger. We also wanted to make him fun and engaging by modernizing him and giving him an interesting personality with a rich back-story. He’s not one-dimensional.”

Together, Alchemy Asia and BENT IMAGE LAB (Portland) fleshed out the CGI animated Robin Hood character’s look and feel. Alchemy Asia then wrote the script for the commercial that would introduce the character while also bringing out the brand’s values. BENT IMAGE LAB produced the commercial in conjunction with TRIBE (Shanghai).

“The idea was to introduce Robin Hood as this guy who loves to give money back to the people but he is not the typical Robin Hood,” says BENT Director Rob Shaw. “He’s got a big gut and he’s a little bit more of a lovable bumbler. He imagines himself to be this suave, charming hero, but really he is a little clumsy and that’s what makes him endearing.”

In “Parking Lot”, the quirky hero swings triumphantly from car to car in the early morning hours as he tries to quietly leave savings under the windshield wipers of DirectAsia.com customers. Of course, being Robin, he clumsily slips off a car triggering its alarm and waking the family.

The commercial interjects the animated CGI Robin into live action environments. The biggest challenge using CGI and live action in tandem is in pre-production, we have to really think out every detail of the shot,” says Alchemy Asia Creative Director Christopher Chan. “But the great thing about that is we can get Robin to do anything!”
Robin himself is excited for his new role to start, “Get ready people, DirectAsia.com and I are coming!”

Next year, DirectAsia.com plans on releasing a second commercial that continues the tale of Robin Hood and the DirectAsia.com brand.

The campaign launches in Singapore May 20th, 2013 DirectAsia.com, Hong Kong June 3rd, 2013 DirectAsia.com/hk, and Thailand July 2013.

Check out “Parking Lot”:

Direct Asia “Parking Lot” from Bent Image Lab on Vimeo.

Check out how we brought Robin to life:

Direct Asia.com Robin Hood Behind the Scenes from Bent Image Lab on Vimeo.

Direct Asia “Commercial Shoot”
Direct Asia Robin Hood “Commercial Shoot” from Bent Image Lab on Vimeo.

The Creds:

Title of spot(s): Direct Asia Robin Hood “Parking Lot”
Airdate: Singapore May 20th, 2013, Hong Kong June 3rd, 2013, and Thailand July 2013
Client: Direct Asia
Production Company/City/State: Bent Image Lab/Portland/Oregon
Director: Rob Shaw
Executive Producer: Ray DiCarlo, Monique Lillicrap (Tribe United)
Producer: Andrew Harvey
Production Coordinator: Stephen Grossman
Art Director: Boom Suanyai
2D Designers: Dave Manuel, Sam Niemann
Head of CG: Fred Ruff
Lead Animator: Austin Hillebrecht
Animators: Mike Wilson, Zach Bova, Kevin Phelps, Jesse Jones
DP: Mark Lapwood
Make-up Artist/Hair Stylist: Keng Garum
Wardrobe stylist: Bew Wattanavitkul
Advertising Agency: Alchemy Asia
Creative Director: Bennett Leung, Christopher Chan
Copywriter: Jason Chau
Art Director: Chip Yip
Visual Effects Company/City/State: Bent Image Lab/Portland/Oregon
Lead Composite Artist: Eric Gorski
Compositors: Cameron Carson, Brian Kinkley, Marina Valentina
Lead Technical Directors: Shirak Agresta, Joshua Cox
Technical Directors: Duncan Beck, Jason Flynn
Editor: Brent Heise

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Published on Jun 11, 2013, by hollyp.

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