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  • SUB CATEGORY :
    LIVE EXPERIENCE
  • COMPANY ENTERING :
    VML THAILAND, BANGKOK
  • TITLE :
    HUNGER RESTAURANT
  • BRAND :
    NETFLIX
  • ADVERTISER :
    NETFLIX
  • AGENCY :
    VML THAILAND, BANGKOK
  • CHIEF EXECUTIVE OFFICER :
    PARATTAJARIYA JALAYANATEJA
  • MANAGING DIRECTOR :
    SEAN ONG
  • CHIEF CREATIVE OFFICER :
    PARK WANNASIRI
  • EXECUTIVE CREATIVE DIRECTOR :
    SORASAK SONGNAPAWUTTIKUL
  • CREATIVE GROUP HEAD :
    VEERAWIN SUKSANTINUNT
  • ART DIRECTOR :
    JIRACHAYA CHOCHAI/TAKSAPORN SARAPHRUND/
    NUT JINDAKITTIKUL
  • COPYWRITER :
    VEERAWIN SUKSANTINUNT
  • EXECUTIVE PRODUCER :
    JIROJ MECHOOJIT
  • AGENCY PRODUCER :
    DUANGPORN SRISUKHO/JIRAPORN CHANNAWACH
  • CLIENT SERVICE DIRECTOR :
    SIRINA SHINKHEM
  • ACCOUNT DIRECTOR :
    LALLALITA KUMKHUNTEE
  • ACCOUNT EXECUTIVE :
    THUNYAPORN PHATRAPRASIT/
    NEERANUCH SRITAPRA/
    PAKKAPORN PATTRATHIRANOND
  • STRATEGIC PLANNING MANAGER :
    PICHAMON KARNCHANAPHOOSAKIT
  • PROJECT MANAGER :
    WASCHARIN PONGSIRIVILAS/
    SAOWARAK WONGSAKULPISAL/
    KAMONCHANOK NAVAME
  • MEDIA AGENCY :
    WAVEMAKER THAILAND, BANGKOK
  • PR AGENCY :
    HILL+KNOWLTON STRATEGIES, BANGKOK/STIRR BKK, BANGKOK
  • POST-PRODUCTION COMPANY :
    CHOUX LAB, BANGKOK
  • CAMPAIGN SUMMARY :
    There are millions of food related films. But there’s none quite like Netflix’s ‘Hunger’. A culinary film that uncovers the stories behind Thai social issues, class, and inequality through food. How did we promote ‘Hunger’ so that audiences get a taste of the film?
    Introducing 'Hunger Restaurant' by Netflix, an extraordinary eatery that allows you to taste "inequality" for yourself. To coincide with the film's release, we launched a restaurant and began accepting pre-bookings online. Upon arrival, guests were greeted by one restaurant split in half, to represent the two sides of the film: Fine Dining and Street Food. Depending on their choice, guests paid varying prices to experience different dishes, services, and ambiances. On the Fine Dining side, guests enjoyed a French-themed menu called 'Le Pluernichard', complete with high-end table service, luxurious immersive lighting, and stunning wall visuals. Meanwhile, on the Street Food side, guests were served 'Crybaby Noodles' with mediocre service in plain white neon lights. Once the meal was finished, we revealed that both menus were prepared by the same chef, using the same ingredients. Guests were given receipts that uncovered the truth and a thought-provoking message 'Food is just food. There's no right or wrong. Only you can judge your own hunger.'
    In just five days, a total of 2,400 seats were fully booked at the Hunger Restaurant. It generated an impressive 580,151 online conversations, 16 million impressions, and 10.6 million baht in PR value from press outlets all around the world. Moreover, Hunger became the No.1 most-watched film in Thailand, and subsequently, No.1 most-watched non-English film on Netflix globally. In total, it gained 210M impressions and 23M baht PR value.
  • CREATIVITY/IDEA/INSIGHT :
    Food is a necessity of life but it’s also a social enabler, a marker of identity, a way to make a living, a fuel for emotions, symbolic of cultural tradition, and in Thailand, an ever-present topic of conversation in our daily lives.
    Netflix, a leading streaming service with a ground-breaking constant stream of world-class content lives in our screens, and in turn, its content becomes the water-cooler topics in the real world.
    There are millions of food related films. But there’s none quite like Netflix’s ‘Hunger’, a culinary film that uncovers the stories behind Thai social issues, class, and inequality through food.
    The challenge was to promote ‘Hunger’ in a way that gives potential audiences a taste of the film and make it a topic of conversation in the real world.
  • STRATEGY :
    Netflix goes from living on our screens, to being the topic of social conversation the next day. There’s a disconnection between the content, and real life. We wanted to bridge this separation and bring the issues raised in the film out into the open, in the real world.
    Given that Netflix's primary audience comprises urbanites aged between 20 and 40 years old, we saw an opportunity to tap into their hunger for exploring new places, posting pictures on social media, and experiencing FOMO – all to share their viewpoint on topics and content to be seen as influential by others.
    While Thailand is renowned for its culinary delights, it is less acknowledged for its social inequality. In reality, food serves as a representation of a status symbol – just like what our influence seeking primary audience seek but how to put the reality of these social issues on the plates in front of them?
    And in this was the pièce de resistance, if food and Netflix’s ‘Hunger’ are an experience, we could create a provoking experience to highlight the film, its issues and ignite a conversation, not just on our screens but in the real world.
  • EXECUTION :
    Introducing 'Hunger Restaurant' by Netflix, an extraordinary eatery that allows you to taste "inequality" for yourself.
    To coincide with the film's release, we constructed a real-world restaurant in the heart of one of Bangkok’s bustling dining precincts and began accepting pre-bookings online. Customers would discover a unique restaurant, physically divided in half, inviting them to dine in the face of inequality.
    The experience was meticulously crafted to bring customers not just into a restaurant but into a real-life manifestation of Netflix’s ‘Hunger’ itself. The food, dining area, furniture, lighting, and entire atmosphere were carefully selected to reflect the film’s setting and frame of view.
    On the Fine Dining side, guests enjoyed a French-themed menu called 'Le Pluernichard', complete with high-end table service, luxurious immersive lighting, and stunning wall visuals. Meanwhile, on the Street Food side, guests were served 'Crybaby Noodles' with mediocre service in plain white neon lights.
    Once the meal was finished, we revealed that both menus were prepared by the same chef, using the same ingredients. Guests were given receipts that uncovered the truth and a thought-provoking message 'Food is just food. There's no right or wrong. Only you can judge your own hunger.'
  • RESULT :
    The Hunger Restaurant brought the thought-provoking and entertaining content into the real world, not just in conversation but as an immersive experience to amplify the conversation.
    Hunger became the No.1 most-watched film in Thailand, and subsequently, No.1 most-watched non-English film on Netflix globally.
    In just five days, a total of 2,400 seats were fully booked at the Hunger Restaurant. It generated an impressive 580,151 online conversations, 16 million impressions, and 10.6 million baht in PR value from press outlets all around the world.
    Moreover, it delivered 210M impressions and 23M baht PR value. The restaurant ran and was fully booked for two weeks with the press naming it ‘a must visit spot’.