Siang Pure Oil
The brand has been around for more than 60 years. Like most brands that have been around that long, it was becoming antique, used only by the older generation. Younger people would not be caught dead with it. Our objective was simple – make the brand young, again! From trial and research, we learned that everyone thought Siang Pure Oil was a good product. Because younger people already know the brand. They grew up seeing their grandparents use it and didn't feel the brand was for them. With that understanding, we told our clients they needed to win over this younger audience. So the communication had to be more fun and entertaining–a lot more! It worked! The campaign sparked new interest and brought life back to a dying brand. As a result, YouTube chose the campaign as one of the funniest Thai commercial campaigns until this day. Awards – Cannes Lion: Bronze, AdFest: Silver Campaign, Gold single, Asia Spikes: Silver Campaign, Gold single BAD Awards: Best Campaign I was the Creative Director of the project. Creative team: Pijarinee Kamolyabutr, Theerapol Koomsorn, Narongchai Pratumsuwan, Supalurk Wongsilapakun, Wasin Pothikasem