SUB CATEGORY :

SCRIPT

COMPANY ENTERING :

LEO BURNETT THAILAND, BANGKOK

TITLE :

FIRST GENERATION

BRAND :

KRUNGSRI FIRST CHOICE

ADVERTISER :

AYUDHYA CAPITAL SERVICES COMPANY LIMITED

AGENCY :

THE LEO BURNETT GROUP THAILAND, BANGKOK

CHIEF CREATIVE OFFICER :

SOMPAT TRISADIKUN

EXECUTIVE CREATIVE DIRECTOR :

ARIYAWAT JUNTARATIP

CREATIVE DIRECTOR :

SARUT YUNGCHAROEN/KITTINAT PRASOMSAP

ART DIRECTOR :

SOMPAT TRISADIKUN/ARIYAWAT JUNTARATIP/
SARUT YUNGCHAROEN/SARITA VIRUNECHAVEE

COPYWRITER :

KITTINAT PRASOMSAP

AGENCY PRODUCER :

RUNGRUDEE CHINPRATAN

ACCOUNT DIRECTOR :

RATHAWAN SUKANAKE/PATTRA KETSAMATHI

ACCOUNT MANAGER :

NAPHAT CHIANGRAT

STRATEGIC PLANNING DIRECTOR :

DOUNGJAI SAWASDEE MOYON

STRATEGIC PLANNING MANAGER :

TANPISUT SOPHONRATANA

MEDIA AGENCY :

INITIATIVE THAILAND, BANGKOK

FILM PRODUCTION COMPANY :

FACTORY01, BANGKOK

DIRECTOR :

WUTHISAK ANARNKAPORN

DIRECTOR OF PHOTOGRAPHY :

MATTANEE UAJARERNSUP/WITYAWAT LAKAM

CINEMATOGRAPHER :

PITHAI SMITHSUTH

PRODUCTION MANAGER :

RUNGTAWAN NANTHASAEN

POST-PRODUCTION COMPANY :

ONE COOL PRODUCTION, BANGKOK

EDITOR :

JIRAWAT JIRAWANGSO

SOUND PRODUCTION COMPANY :

MELLOW TUNES, BANGKOK

ENGLISH SYNOPSIS :

The beliefs and attitudes of younger generations are shifting yet a very few brands in Thailand have been bold enough to stand up for their future. As a credit card brand for the new generation First Choice want to stand up for them and support them as they are.
The hype of using AI has been a hot topic across the globe. ‘First Generation’imagines what humans may look like 10 years from now if they were generated using AI. The film aims to demonstrate by reflecting the presenter's story of standing up for social acceptance. by emulating the process of generating humans
with AI.

ENGLISH SCRIPT :

If you ask people from the past, they will say,
There are two genders, three races and five religions.
Today, if you search online, you will find 81 genders, 110 skin colors, and 4,200 religions.
Then, what will humans be like in the next ten years?
If you think there will be 200 genders, 3,000 skin colors, 40,000 religions.
You’d be wrong.
The next generation will refuse to be stereotyped.
They won’t be questioned about their gender, age or religious beliefs.
Their differences will become commonplace.
The new generation will not judge themselves or those who came before them.
There will be no labels like Generation Y, Z, Alpha, or Beta.
Humans are evolving back to the beginning, back to the First Generation.
Back when there were no races, languages, or nations.
And no one to insist, the Good Life must have a home or girls should wear pink.
The future will be an era where each person is different.
No one is the same.
No one at all.
Everyone has the right to be themselves.
You can just be you.
If you are a First Generation ahead of your time,
First Choice, empowering you to build a free world.

ENGLISH CONTEXT EXPLANATION :

A new campaign from First Choice in Thailand imagines what humans may look like 10 years from now if they were created using artificial intelligence. Will we see an explosion of differences? Or arrive at a future where labels are obsolete, and people refuse to be stereotyped? ‘First Generation’, the film’s AI-generated protagonist is played by gender fluid actor, model, and singer Krit Amnuaydechkorn, known as PP Krit, the new presenter of First Choice who has portrayed several Diversity characters throughout his career in TV series, films, and music videos. In order to remind people that First Choice’s products and services are tailor-made to support the lifestyle, ambitions, and dreams of this generation, and the next one, too.