The challenge
Spritzer was launching a new product for kids. That is one of the harder launches in FMCG. Children decide what they want, parents decide what they buy, and the shelf is already full of things shouting at both of them.
The client wanted one 30-second film to carry the launch across three places at once: cinema, social and promotional campaigns.
Pokémon is one of the most carefully protected brand assets in the world.
The strategy
Pokémon as the introduction
Pokémon was the way in. It needs no introduction, because it is a world Malaysian children already live in. Recognition is instant and nothing has to be explained.
So we treated the licence as a tool rather than a partnership. Pokémon carries the recognition and the emotional pull. Spritzer arrives inside a world children already trust, introduced by characters they already love, which is a far shorter route than building a kids brand from nothing.
The fit is real, which is what makes it work. Pokémon is a world children play in. Spritzer is what keeps them going while they play. No placement required, because water already belongs there.
That decided the film. Thirty seconds inside a child’s world, with the new product arriving as part of the play rather than as the point of it.
Cinema cut
Shot once and lit to cinema standard rather than cut down to it. The full thirty seconds, made for the big screen.
Social cuts
Shorter versions for sound-off viewing, vertical formats and each platform.
Campaign assets
Stills, key visuals and supporting content for promotions.
Built in from day one
- Written inside Pokémon’s rulesCharacter treatment, colour, movement and tone all sit within the global guidelines, worked as creative constraints from the first draft
- Cleared before the camera rolledA film built first and approved second gets rebuilt when a character moves the wrong way. Building inside the rules meant the shoot went ahead knowing it would clear
- A Malaysian childhoodCasting and art direction make the world feel local to the families buying the product, while Pokémon’s universe stays intact around it
- Post-productionColour, edit and finishing tuned for cinema, social and campaign use
In motion
The film
The rollout
One shoot, every screen
Spritzer’s in-house team ran the launch, taking the film into cinemas nationwide and building the social campaign around it.
Everything was built for that rollout from the start, which is why one shoot covered all of it.
