SUB CATEGORY :

CASTING

COMPANY ENTERING :

ADAPTER DIGITAL CO., LTD., BANGKOK

TITLE :

RAPPER

BRAND :

SNACK JACK

ADVERTISER :

HANAMI FOODS CO., LTD.

AGENCY :

ADAPTER DIGITAL AGENCY, BANGKOK

CHIEF CREATIVE OFFICER :

ATAWOOT WESARANURAK

EXECUTIVE CREATIVE DIRECTOR :

SUPPARAT THEPPARAT

CREATIVE DIRECTOR :

PATTARAPONG LAPJARUPONG

ART DIRECTOR :

DARARAT THETSUNGNOEN

COPYWRITER :

VICHAI KIATJAROONSIRI/CHAYAPHAT VISARNBUCHANEE/ PATTARAPONG LAPJARUPONG

AGENCY PRODUCER :

KODCHAPORN RATTANACHAN

ACCOUNT DIRECTOR :

YOSATHORN SRIROJANANT

ACCOUNT EXECUTIVE :

NUTNICHA WONGTUNGCHAROEN

STRATEGIC PLANNING DIRECTOR :

DACHA RAMCHAN

STRATEGIC PLANNING MANAGER :

CHANYA SUTTHIENKUL

PROJECT MANAGER :

ATITTAYA JEERAWATPONG/WICHITA LOHASOOTHYANGKOON

MEDIA AGENCY :

PRAKIT ADVERTISING LIMITED, BANGKOK

FILM PRODUCTION COMPANY :

SUNETA HOUSE, BANGKOK

DIRECTOR :

TEERAPOL SUNETA

CINEMATOGRAPHER :

CHALONGWUT CHORRUANGSAK

GAFFER :

PHONGTHEP PHUSAWANG

EXECUTIVE PRODUCER :

RUJIRAT SUNETA

FILM PRODUCER :

CHANAPA PLOYARUNRUNG

PRODUCTION DESIGNER :

PORNCHAI CHEERANOON

POST-PRODUCTION COMPANY :

POSITIVE4, BANGKOK

EDITOR :

SARAWUT KAWEETHAMMAWONG

COLORIST :

NUTTACHA KHAJORNKIATSAKUL

FLAME ARTIST :

THANNAWIT JIASUPPIBUL

POST PRODUCER :

KITTIPONG YUYO

SOUND PRODUCTION COMPANY :

SOUND SPACE STUDIO CO., LTD., BANGKOK

SOUND DESIGNER :

DANAI SUTHAMCHAREE

ENGLISH SYNOPSIS :

A TEEN DECIDES TO QUIT HIS JOB TO FOLLOW HIS DREAM WHICH IS TO BECOME A RAPPER. ONCE HIS STRICT DAD FOUND OUT, INSTEAD OF SCOLDING HIM, HE UNEXPECTEDLY OFFERED A FEW LITTLE WORDS OF SUPPORT — “GO AHEAD”. AND THESE SIMPLE “LITTLE WORDS" ENCOURAGED THE TEEN TO DEDICATE ALL HIS EFFORTS INTO BECOMING A RAPPER AND ACHIEVE “EXTRAORDINARY” SUCCESS IN THE END. AND THESE “LITTLE THINGS THAT BRING ON THE EXTRAORDINARY” IS AN ANALOGY TO SNACK JACK’S NEW PRODUCT — A “LITTLE SNACK” THAT’S EXPLODING WITH “EXTRAORDINARY FLAVOURS”.

ENGLISH CONTEXT EXPLANATION :

SNACK JACK’S LONG 40-YEAR HISTORY DIDN’T GIVE THE BRAND ANY COMPETITIVE EDGE IN THE MARKET, ESPECIALLY WHEN ITS MAIN CONSUMERS ARE TEENS. THIS GENERATION GAP IS THE MAIN CAUSE FOR THE DISCONNECT BETWEEN OUR BRAND AND OUR CONSUMERS. RESEARCH SHOWS THAT THE YOUNGER GENERATION AND ADULTS HAVE HIGHLY DIFFERENT PERSPECTIVES. YET, MANY ADULTS OFTEN ENFORCE THEIR THINKING ONTO YOUNGSTERS. SO WE WANTED THIS CAMPAIGN TO REPRESENT WHAT ADULTS CAN OFFER TO THE YOUNGSTERS, WHICH HAPPENS TO BE “LITTLE THINGS” LIKE SIMPLE ENCOURAGING WORDS. AND TO HELP VIEWERS RELATE BETTER, WE MADE THE CASTING AS REAL AND ORGANIC AS POSSIBLE, EXPECTING TO ACHIEVE FRESH ACTING AND MORE SURPRISING MOMENTS. OUR ENTIRE CAST ALSO LACKED PRIOR ACTING EXPERIENCE, SO THAT TEEN VIEWERS CAN REALLY SEE THEMSELVES BEING PORTRAYED IN THE FILM. ALL THIS TO CREATE MEMORABILITY FOR THE SELLING POINT — A “LITTLE SNACK THAT’S EXPLODING WITH EXTRAORDINARY FLAVOURS”.