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SUB CATEGORY :
DIGITAL & INTERACTIVE DESIGN
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COMPANY ENTERING :
OGILVY GROUP THAILAND, BANGKOK
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TITLE :
HOME SWEET HOME EP. 2
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BRAND :
TOURISM AUTHORITY OF THAILAND X YGGDRAZIL
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ADVERTISER :
TOURISM AUTHORITY OF THAILAND X YGGDRAZIL
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AGENCY :
OGILVY GROUP THAILAND, BANGKOK
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MANAGING DIRECTOR :
JIRAVARA VIRAYAVARDHANA
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CHIEF CREATIVE OFFICER :
NOPADOL SRIKIEATIKAJOHN
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EXECUTIVE CREATIVE DIRECTOR :
ANDREW CHU
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CREATIVE DIRECTOR :
PURIPONG LIMWANATIPONG/THANAWAT CHONGMAHAKUL
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ART DIRECTOR :
NOPADOL SRIKIEATIKAJOHN/PURIPONG LIMWANATIPONG/
PANNAWEE SAIBUA
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COPYWRITER :
PONGSAKON JUNRUENG/ANDREW CHU
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AGENCY PRODUCER :
SAKONPOB SINSUK
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COMPUTER ARTIST :
KAWIN PAOPOOREE/ALLIYA SUTHIKORNCOMPEE/KAN POLSAMART/
KRISADA TAIMSUWAN
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ACCOUNT DIRECTOR :
NIWAT RUNGRUANGWORAWAT/LALITA MALICHAN
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ACCOUNT MANAGER :
LALITA MALICHAN
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STRATEGIC PLANNING DIRECTOR :
SASIPA MONGOLNAVIN
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PROJECT DIRECTOR :
SUPARRERK KULINTARAPRASERT
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FILM PRODUCTION COMPANY :
DON FILM, BANGKOK
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CINEMATOGRAPHER :
NARAVATANA DONKORT
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FILM PRODUCER :
ARISARA DENCHAIPRADIT
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PROGRAMMER :
RACHEN OUIYUENYONG/WUTIKORN JITPRUEGSA (DIGITALNEX CO., LTD.)
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POST-PRODUCTION COMPANY :
DON FILM, BANGKOK
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EDITOR :
WATTANADEJ POTJANAPRING
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SPECIAL EFFECTS COMPANY :
YGGDRAZIL GROUP, BANGKOK
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VISUAL EFFECTS :
ATSADAWUT REWAN/KITTIPAS KLINLEK
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ENVIRONMENT ARTIST :
NATTAPOL YODJIT
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ANIMATOR :
KREETHA SODA
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GAME CREATIVE DIRECTOR :
SAROOT TUBLOY
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LEAD GAME PROGRAMMER :
NUTAWUT YAMEE
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BACKGROUND OVERVIEW :
Thailand’s tourism growth has slowed in recent years due to the stagnation in the number of travelers. Thus, TAT needed to stimulate growth by inviting travelers to discover new dimensions of ‘Amazing Thailand’, the country’s well-established brand positioning. “Amazing Thailand. Amazing Deep Culture” was created to promote new dimensions of Thai tourism through a horror-adventure online game “Home Sweet Home Episode 2” and website, directly targeting young Gen-Z and Millennial travelers or “SUPERSTITOUS TECHNOPHILES” who spend most of their time on gaming platforms yet are obsessed with cultural superstitions and the paranormal in finding their inner compass to cope with life’s ongoing pressures. Cultural superstitions have long been part of the ‘deep culture’ rooted in a Thai way of life for centuries and Thailand is a treasure trove of superstitious beliefs and spiritual destinations waiting to be explored. The campaign highlighted Thailand’s Amazing Deep Culture with actual Thai destinations, beliefs, superstitions, folklore and objects employed as part of the storytelling to engage and educate gamers. Every time the game is played, more information on Thailand’s deep culture could be discovered on TAT’s website. Thus, the game acts as a de facto spiritual guide to traveling through Thailand.