SEOUL, SOUTH KOREA – Cass Lemon Squeeze just got a whole lot juicier and it’s not just because of the citrus. Introducing Lemon Man, the bright (and perpetually squished) new face of Cass’s latest campaign under its new brand platform: “Squeeze More Joy.”
Launched in South Korea with a trio of delightfully awkward films, the campaign stars actor Moon Sang-Hoon, known for starring in D.P. and Extraordinary Attorney Woo as the hapless yet oddly heroic Lemon Man. Clad in a lemon suit and a can do attitude, he navigates life’s most uncomfortable and undeniably hilarious situations with a sweet smile and just the right amount of sour. Created by GUT Asia for AB InBev Korea, the campaign is designed to deliver refreshment beyond the can.
“We created Squeeze More Joy to bring a shot of lightness and dopamine to people’s everyday routines,” says Yen Se, National Brands, VP, AB InBev Korea. “Lemon Man may not have the best luck, but his misadventures are a reminder that life’s little moments can still make you smile.”
“We wanted a character you can laugh at and root for at the same time,” adds Carlos Camacho, CCO of GUT Asia. “He’s sweet, silly, and just the right amount of sour.”
Developed by GUT Asia and launched in Korea, the campaign rolls out across digital, social, and OOH – with more Lemon Man moments to come in the near future.
CREDITS
GUT Singapore x CASS “Squeeze More Joy”
Client: CASS
GUT:
Chief Creative Officer: Carlos Camacho
Creative Director: Meyvi Wedelia
Creative Director: Gus Sung
Assoc. Creative Director: Ismael Crespo
Senior Copywriter: Ernest Chin
Art Director: Sixin Wu
Executive Producer: Monica Chang
Managing Director: Jessica Davey
Group Account Director: Liz Leow
Production and Post-Production
Production & Post-Production: NIne Tailed Fox
Director: Yoo Sungjae (유성재)
DOP: Kim Inseok (김인석)|
Producer: Danny Kang (강윤태), Robin Woo (우희성)
Photography
Son Youngbae (손영배)
Audio
Ghostbuster
Animation: BIG Studios
Creative VP: Ricardo Big Passos
Executive VP: Nelson Alves Neto
Project Manager/ Producer: Marina Pilnik Portela
Creative Director: Thiago Mucci
FX Lead Artist: Lorenzo Bianchi Góes
FX Artist: Otávio Massarico
Render Artist: Julio Bonfante
Retoucher: Marcos Cardoso
Motion Graphics: Anderson Virino
Motion Graphics: Quinho Guimarães
Comp Artist: Lorenzo Bianchi Góes
Editor: Anderson Virino
3D Modeler: Eric Henrique Pereira
Production Coordinator: Daniel Barbieri
