The brief: Quite Frankly were asked to create a 60 sec 'anthem’ film to serve as the hero piece of content announcing the 150th brand anniversary of TABASCO in a contemporary and relevant way whilst reflecting the global appeal of the product. The request was to create a story that showcased TABASCO as a brand of today that appeals to consumers around the world - and a brand of the future that is already loved by the next generation.
The idea: Our treatment 'Diamond' focused on the shape of the iconic TABASCO label: the one constant reference across the last 150 years of the sauce. Each scene represents a different country, iconic recipe and group of fans seeking and finding taste, adventure and invention by 'following the diamond’.
The project: We had a total of 10 shoot days for 10 scenes and had to represent a range of different countries and authentic dishes. It was imperative that we involved dishes that genuinely use TABASCO but we could not travel to every country given time and budget constraints so we settled on four locations: LA, Louisiana, London and Tokyo.
The results: Aside from being played across TABASCO’s digital channels the film was shown at a music festival in Italy in front of 20,000 attendees and played out on big screens at London rail stations when the TABASCO 150 party came to the capital. The 30sec version of the film has so far received over 2m views on YouTube and been re-cut into a huge range of social and digital shorter edits for Instagram.
