Bosto is Belgium’s leading rice brand, known for high-quality products. If the market grows, so does the brand – provided it continues to stand out from private labels. To help the brand remain distinctive, we guided Bosto through an in-depth brand personality journey, uncovering its ideal tone.
The outcome? A bold choice for ‘showmanship advertising’, a concept by Orlando Wood that we passionately endorse. Showmanship enhances advertising effectiveness, by focusing on entertainment and human-centered truths.
We made no compromises when it came to entertainment and storytelling, particularly in terms of spot length. And Bosto happily went along with it. The commercial spans a full 100 seconds. We prioritized the time the story needed to make an emotional impact, rather than sticking to the usual 30-seconds format.
Special thanks to the talented teams at Red Dust and Studio Helsinki for making it happen.
