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| Nam Eun-ja, executive director of Oriental Brewery Company, speaks at a news conference on Yeouido, Friday, to promote the interactive short film "AORB." Courtesy of Oriental Brewery Company |
By Lee Gyu-lee
Korean beer brand Cass Fresh of Oriental Brewery Company launched a film in a creative format to encourage the concept of "rule breaking" among the younger generation.
The interactive film "AORB" is part of a YAASS Campaign by Cass to send the message "we support your decision."
The film title "AORB" came from "Choose A or B," encouraging indecisive young people to make choices to influence the plot, which sets it apart from other films.
"Nowadays, the younger generation is said to find it difficult to make decisions on even a tiny thing," Nam Eun-ja, the executive director of the company, said at a media showing of the film, Friday, held on Yeouido, Seoul. "They are affected by others' views or reactions rather than making their own choices when faced with decisions. This is why some call them the Maybe Generation."
The campaign intends to encourage the indecisive younger generation to challenge the existing system and make their own decisions without worrying what others would think about them.
The film's main character, played by Choi Woo-shik, escapes a fictional land in which the civilians' actions are controlled and monitored by the government. The actor deviates from the controlled community for freedom in YAASS land.
As he flees, viewers are given two actions that the actor could take. The story continues on from the actions they choose, leading to different endings.
This film is the first interactive film production in Korea. In collaboration with YouTube, the beer brand made the interactive film using YouTube's end screen feature.
A decision tree is offered at the end of a clip for the viewer to choose the next video to watch. Viewers are given two options to choose from to continue on with the story.
"It was not easy to act out different plots in a short period of time because there were multiple stories for one film," Choi said. "This was my first time filming an interactive movie and it was very interesting to work with."
Kim Tae-won, the head of industry for Google Korea, noted that this film sets off the start of YouTube content to become more interactive with viewers.
"This project creatively utilizes our end screen function and I feel this creative attempt has diversified the contents offered through YouTube," Kim said.
The film was released on Monday, through the official Cass YouTube account.
