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  • SUB CATEGORY :
    USE OF FICTION FILM
  • COMPANY ENTERING :
    GREYNJ UNITED, BANGKOK
  • TITLE :
    TWENTY TWO YEARS 6OAL
  • BRAND :
    KULOV VODKA
  • ADVERTISER :
    THAIBEV MARKETING CO., LTD.
  • AGENCY :
    GREYNJ UNITED, BANGKOK
  • CHAIRMAN :
    THOR SANTISIRI
  • CHIEF EXECUTIVE OFFICER :
    KANAPORN HUTCHESON
  • CHIEF OPERATION OFFICER :
    THIPAYACHAND HASDIN
  • GENERAL MANAGER :
    KANOKKORN SEEHAPAN
  • CHIEF CREATIVE OFFICER :
    JUREEPORN THAIDUMRONG/ASAWIN PHANICHWATANA
  • CREATIVE DIRECTOR :
    ASAWIN PHANICHWATANA/JESSE WONG
  • ART DIRECTOR :
    PRANPARWEE HEMRAK/SARUNPORN LERTNIMITKIT/ORNWARA SANGSUK
  • COPYWRITER :
    SASITHORN THAPAYOM/JENJIRA NASUMATEEREE/JESSE WONG
  • AGENCY PRODUCER :
    THANAKRIT ROJANAPISIT
  • ACCOUNT DIRECTOR :
    VORAWAN KAEWKET
  • ACCOUNT MANAGER :
    NUTCHA SRIPRAMONG
  • DIGITAL PR MANAGER :
    SAENGWIT KEWALEEWONGSATORN
  • STRATEGIC PLANNING MANAGER :
    JONGKOCH DUSITTANAKARIN
  • PROJECT MANAGEMENT DIRECTOR :
    KANOKSAK KANCHANACHUTHA
  • SENIOR TRAFFIC COORDINATOR :
    JUTHAMAS TANTATED
  • FILM PRODUCTION COMPANY :
    HELLO FILMMAKER, BANGKOK
  • DIRECTOR :
    ATTA HEMWADEE
  • CINEMATOGRAPHER :
    TANDAECHANURAT/KRITSADA NAKAGATE
  • GAFFER :
    TANAYUT MUHAMAD
  • ASSISTANT DIRECTOR :
    CHUTIMON WONGKIATKONG/TEERASIT KLANGAYSORN
  • FILM PRODUCER :
    CHOTIRAT WAREERATTANAROT/SIRADA RATTANASETTHAVORN
  • ART DIRECTOR :
    NUTTAPOL YOOKRUA
  • EDITOR :
    TANAPOOM YAMPUK
  • COLORIST :
    NITISARD PRASATPORN
  • SOUND ENGINEER :
    ARTIT VONGMETTA
  • SOUND STUDIO PRODUCER :
    SIYAPAT PHOTIBUSAYAWAT
  • ASSISTANT SOUND ENGINEER :
    KORAWAT SANGTAWEEP
  • CAMPAIGN SUMMARY :
    What happens when a bunch of young Thais are stuck in a space, and the only way to escape is to have their life goals figured out clearly? Background In Thailand, vodka is seen as a hip party drink. Kulov is a local vodka brand that’s superior in clarity and quality for its 6 times distillation. However, we cannot talk about the product quality directly due to strict Thai laws on alcohol advertising. Cultural Insight A traditional society, most Thais live with their parents at home all their lives, no matter their age. Thai families are tight knit units and most parents want their children to finish university. In turn, children get a lot of pressure from parents and relatives on their life goals (how to succeed in society), especially when they’re closer to graduating. This pressure is even more obvious during Covid times, as people are stuck at home, can’t travel or study abroad. Idea and Execution When you need to figure something out, especially when it’s a life defining decision, you better have clarity. This is a story about a group of young Thais, all about to graduate from university. They’re trapped in a space, like they’re being punished for not having clear goals. The main girl then realised the more she distills her thoughts, the clearer it becomes. The story is filled with pop culture reference, told in the way young Thais talk, their aspirational dreams, how they live, their interests… everything they love and relate to. Results Now everyone knows Kulov is 6 times distilled, superior in clarity. Brand awareness increased by 71%. Kulov has surpassed all 3 main competitors in sales to become No.1 vodka in Thailand. The film has racked up +10 million views and over 50k shares and likes within one week.
  • THE BRIEF :
    To promote Kulov Vodka for its superior quality because of 6 times distillation. (But we can’t talk about this directly due to strict Thai law on alcohol advertising.)
  • THE STRATEGY :
    As a traditional society, most Thais live with their parents at home all their lives, no matter their age. Thai families are tight knit units and most parents want their children to finish university. In turn, children get a lot of pressure from parents and relatives on their life goals (how to succeed in society), especially when they’re closer to graduating. This pressure is even more obvious during Covid times, as people are stuck at home, can’t travel or study abroad. Leading to a lot of questions and discussions online among young Thais. We decided to tell a girl’s story around this struggle, as she distills her thoughts and become clearer of her goal.
  • THE EXECUTION :
    When you need to figure something out, especially when it’s a life defining decision, you better have more clarity. This is a story about a group of young Thais, all about to graduate from university. They’re trapped in a space, like they’re being punished for not having clear goals. The main girl then realised the more she distills her thoughts, the clearer it becomes. The story is filled with pop culture references, told in the way young Thais talk, their aspirational dreams, how they live, their interests etc. From Korean entertainment, popular Japanese comics, film and music, to their dream of becoming influencers, meeting Mr. Right… it’s everything they love and relate to.
  • THE RESULT :
    Now everyone knows Kulov is 6 times distilled, superior in clarity. Brand awareness increased by 71%. Kulov has surpassed all 3 main competitors in sales to become No.1 vodka in Thailand. The film has racked up +10 million views and over 50k shares and likes within one week.
  • URL 1 :
    https://youtu.be/HxcP6GHzmng