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  • SUB CATEGORY :
    LOTUS ROOTS
  • COMPANY ENTERING :
    GREYNJ UNITED, BANGKOK
  • TITLE :
    FRIENDSHIT
  • BRAND :
    K PLUS
  • ADVERTISER :
    KASIKORNBANK PUBLIC COMPANY LIMITED
  • AGENCY :
    GREYNJ UNITED, BANGKOK
  • CHIEF CREATIVE OFFICER :
    JUREEPORN THAIDUMRONG
  • EXECUTIVE CREATIVE DIRECTOR :
    ASAWIN PHANICHWATANA
  • CREATIVE DIRECTOR :
    THANYALUCK PONGACHA
  • CREATIVE GROUP HEAD :
    SIRAVICH CHATCHAIGANAN/CHANIKARN SITTHIAREE
  • COPYWRITER :
    SORRASAK THUMMAKOSOL/SHANYA JIWACHOTKAMJORN/
    WARUMPA LAOPRASERT/NATCHA JANTARAROTAI
  • ART DIRECTOR :
    VANALEE KRAIVAREE
  • ACCOUNT DIRECTOR :
    NICHANAN THUNDUAN
  • STRATEGIC PLANNING MANAGER :
    JONGKOCH DUSITTANAKARIN
  • AGENCY PRODUCER :
    KANOKSAK KANCHANACHUTHA/NATTAKIT WONGPAKORN
  • FILM PRODUCTION COMPANY :
    HUB HO HIN BANGKOK, BANGKOK
  • DIRECTOR :
    NAWAPOL THAMRONGRATTANARIT
  • ASSISTANT DIRECTOR :
    THANAKRIT WONGWARAPHAN
  • CINEMATOGRAPHER :
    NIRAMON ROSS
  • ART DIRECTOR :
    PHUWANAI PHANGKHUM
  • FILM PRODUCER :
    NATTAPON KORNKAEW
  • CASTING :
    SURANGKANA SUWANJINDA
  • STYLIST :
    PACHARIN SURAWATANAPONGS
  • POST-PRODUCTION COMPANY :
    SHOTS POST PRODUCTION, BANGKOK
  • EDITOR :
    CHONLASIT UPANIGKIT
  • POST PRODUCER :
    PATCHAREE SAKUNRUNGWAT
  • COLORIST :
    CHONLASIT UPANIGKIT
  • SOUND DESIGNER :
    TANADON HOSATHITAM
  • MUSIC COMPOSER :
    CHAPAVICH TEMNITIKUL
  • CULTURAL CONTEXT EXPLANATION :
    THIS IS A BRANDED SHORT FILM INTRODUCING K PLUS APPLICATION FUNCTIONS AND A HUGE AMOUNT OF USERS. THE FILM WAS PACKED WITH THAILAND’S TRENDIEST POP CULTURE EVERYBODY ENJOYED AT THE TIME. WE USE THE COMMON INSIGHT THAT PEOPLE FEEL UNCOMFORTABLE AND AWKWARD WHEN WE FIRST MEET NEW PEOPLE OR ENTER INTO A NEW SOCIETY, ESPECIALLY FOR THAI PEOPLE. SO, USING K PLUS APP WILL GIVE US SOMETHING TO TALK ABOUT BECAUSE IT IS THE APP THAT EVERYONE KNOWS AND USES, MAKING IT RELATABLE.
  • CAMPAIGN SUMMARY :
    FRIENDSHIT TELLS A STORY ABOUT A GIRL WHO HILARIOUSLY TRIES HER BEST TO MAKE FRIENDS AT HER NEW SCHOOL WITH A CONSTANT HELP FROM HER BESTIE. AFTER MANY ATTEMPTS HAVE FAILED, HER BESTIE’S FINAL SUGGESTION IS TO START A CONVERSATION ABOUT K PLUS, A FREE MOBILE BANKING APPLICATION FROM KASIKORNBANK AS IT IS EASY TO USE, EVERYBODY USES IT SO IT'S RELATABLE. EVENTUALLY, SHE SUCCEEDS.
  • THE BRIEF :
    K PLUS IS THE MOST DOWNLOADED MOBILE BANKING APPLICATION IN THAILAND. IT IS ALREADY A MAINSTREAM THAT EVEN THROUGH USING TOP INFLUENCERS IN THE COUNTRY WOULDN’T TRIGGER MORE PEOPLE TO DOWNLOAD IT. SO THE QUESTION IS WHAT CAN WE DO TO MAKE THOSE WHO HAVEN’T USED K PLUS USE IT?
  • THE STRATEGY :
    WE USE THE COMMON INSIGHT THAT PEOPLE FEEL UNCOMFORTABLE AND AWKWARD WHEN WE FIRST MEET NEW PEOPLE OR ENTER INTO A NEW SOCIETY ESPECIALLY THAI PEOPLE. SO, USING K PLUS APP WILL GIVE US SOMETHING TO TALK ABOUT BECAUSE IT IS THE APP THAT EVERYONE KNOWS AND USES MAKING IT RELATABLE. MOREOVER, APART FROM HELPING PEOPLE WITH FINANCE, K PLUS ALSO HELPS THEM TO SOCIALIZE AND PLUS FRIENDSHIP WITH OTHERS.
  • THE EXECUTION :
    WE BELIEVE EVERYONE CAN BE AN INFLUENCER SO WE TELL A STORY THROUGH ORDINARY PEOPLE BUT WITH ALL THE TRENDIEST POP CULTURE AROUND THE COUNTRY PACKED IN THE FILM. IT’S A STORY ABOUT A GIRL WHO HAS ABSOLUTELY NO IDEA HOW TO TALK TO PEOPLE BUT K PLUS APP IS HERE FOR THE RESCUE.
  • THE RESULT :
    THE FILM WAS SO ENTERTAINING THAT IT CREATED AN OVERNIGHT BUZZ ON THE INTERNET. PEOPLE SHARED THE CLIP AND WENT OUT TO CREATE THEIR OWN PARODIES AND MEMES. QUOTES IN THE FILM HAVE TURNED INTO TRENDING HASHTAGS. AND THE LEADING ACTRESSES THEMSELVES BECAME SO POPULAR THAT PEOPLE DRESSED UP AND HAD THEIR HAIR CUT LIKE THEM. PEOPLE ALSO CHANGED THEIR PROFILE PICTURE USING PICTURES FROM THE FILM. AFTER 3 HOURS THIS FILM WAS RELEASED IT HIT THE FIRST MILLION VIEWS, THE NUMBER HAS NOW RAISED TO 53 MILLION AND STILL CLIMBING. THE COMMENT SECTION WAS FLOODED WITH PEOPLE SAYING HOW MUCH THEY LOVED THE FILM AND THE BRAND.
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