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SUB CATEGORY :
LOTUS ROOTS
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COMPANY ENTERING :
RABBIT DIGITAL GROUP COMPANY LIMITED,
BANGKOK
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TITLE :
MAE-MA-NEE MONEY SOLUTION
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BRAND :
SIAM COMMERCIAL BANK
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ADVERTISER :
SIAM COMMERCIAL BANK
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AGENCY :
RABBIT DIGITAL GROUP COMPANY LIMITED,
BANGKOK
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EXECUTIVE CREATIVE DIRECTOR :
NORANIT YASOPA
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CREATIVE DIRECTOR :
NORANIT YASOPA
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ASSOCIATE CREATIVE DIRECTOR :
TIABTAWAN LIMJITTRAKORN
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COPYWRITER :
SUPAKIT SUKAROG/PAPOP CHAOWANAPREECHA
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ART DIRECTOR :
NORANIT YASOPA/SARINA PORNNIMIT
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DESIGN TEAM LEAD :
CHAKRIT BOONJAROEN/THEERAPON HONGGAM
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DESIGN DIRECTOR :
SIBB SATTAKHUNCHUTIPA
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ACCOUNT DIRECTOR :
KATHLEEN WONGSANGANAN/DARANEE RUEKNUMPHET
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ACCOUNT MANAGER :
PHICHAYAPORN CHAIPUCKSAYANON
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ACCOUNT EXECUTIVE :
NATAWAN PANACHVENVONGSAKUL
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PROJECT MANAGER :
JETAPORN AKSORNDEJ
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STRATEGIC PLANNING DIRECTOR :
SAROJ LAOHASIRI
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STRATEGIC PLANNER :
CHAYANIN PRASERTSUK/BODIN BOONSIRIPHANT
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AGENCY PRODUCER :
SARIN ITTINUNTAWEERACHAI
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MEDIA AGENCY :
RABBIT DIGITAL GROUP, BANGKOK
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MEDIA PLANNING MANAGER :
ACHARA KAMOLPECHARA
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TOUCHPOINT EXECUTIVE :
CHACRIS SAETEH/PATTARATHIPA VONGPRASIT/
MONTAKARN KINGPHAIBOON
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FILM PRODUCTION COMPANY :
NAKED CO., LTD., BANGKOK
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DIRECTOR :
SITTISIRI MONGKOLSIRI
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1ST ASSISTANT DIRECTOR :
SUPAT RANGSIPAT
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CINEMATOGRAPHER :
PIRACHAT PUTTISANGPAKDI
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GAFFER :
BANJONG MONGLEK
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ART DIRECTOR :
LUKSAMEE ENDOO
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FILM PRODUCER :
KOTCHAKAMOL PINPRICHAKUL
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UNIT PRODUCTION MANAGER :
AKANIT RATTANAMANEE
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CASTING :
PARICHAD WISETPANICH
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STYLIST CELEB :
YOT KORKONGWITSARUT
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STYLIST :
SUPRANEE SRIBOONSONG
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POST-PRODUCTION COMPANY :
NAKED CO., LTD., BANGKOK
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EDITOR :
SIPPANART ORANSARITKUL
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SOUND PRODUCTION COMPANY :
MELLOW TUNES, BANGKOK
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SOUND ENGINEER :
ARTIT VONGMETTA
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SOUND STUDIO PRODUCER :
KRITTIYA KEAMAROJANAVONG
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MUSIC COMPOSER :
SIWAT HOMKHAM/POKPONG JITDEE/PEERAPAT KITTIVACHRA
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CULTURAL CONTEXT EXPLANATION :
THAILAND IS A COUNTRY THAT STILL VERY MUCH RELIES ON CASH.
A LARGE MAJORITY OF MERCHANTS IN THE THAI MARKET STILL ONLY ACCEPT CASH PAYMENTS SO WHEN QR CODES WERE BEING INTRODUCED TO THE SOCIETY, THIS WAS A BIG CHALLENGE. WITH THAI PEOPLE BEING HIGHLY SUPERSTITIOUS WE USE THE NANG KWAK, A SPIRITUAL FIGURINE ALL SHOP OWNERS KEEP IN THEIR SHOPS AS A LUCK BRINGING CHARM. THIS WAY WE COULD COMMUNICATE THESE THINGS TO MERCHANTS IN A RELATABLE WAY. MAE MANEE IS CREATED AS A MODERN DAY NANG KWAK AND WORKS SIMILARLY TO A TRADITIONAL ONE, ATTRACTING CUSTOMERS AND BRINGING LUCK IN THE FORM OF MONEY. SHE HELPS THEM UNDERSTAND QR CODES, WHAT THAI MERCHANTS ONCE BELIEVED AS COMPLICATED, EARNING HER A PLACE IN ALL SHOP FRONTS. MAE MANEE SUCCESSFULLY AIDS THAILAND TAKE ITS FIRST STEP INTO A CASHLESS SOCIETY NOT LEAVING BEHIND OUR ROOTS AND LOCAL BELIEFS.