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SUB CATEGORY :
BRANDED MUSIC CONTENT
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ENTRANT COMPANY :
VML GROUP (THAILAND), BANGKOK
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TITLE :
BANGKOK CITY OF HELL
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BRAND :
NETFLIX
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ADVERTISER :
NETFLIX
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AGENCY :
VML GROUP (THAILAND), BANGKOK
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CHIEF EXECUTIVE OFFICER :
PARATTAJARIYA JALAYANATEJA
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CHIEF CREATIVE OFFICER :
PARK WANNASIRI
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CREATIVE DIRECTOR :
PEERAYOT PICHITNAPAKUL
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ART DIRECTOR :
PINNAWAT SRISURIN/THIRAWAT PRASERTSANG/
SARUN ERBCHOKCHAI
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COPYWRITER :
CHANANCHIDA PATTARAKIATIKUN
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AGENCY PRODUCER :
CHAYANIST ROBARD
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PROJECT MANAGER :
WASCHARIN PONGSIRIVILAS/BENJAWAN SENGTEE
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CLIENT SERVICE DIRECTOR :
SIRINA SHINKHEM
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ACCOUNT DIRECTOR :
POHNRAWIN SIRIDAMRONGSATHIT
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ACCOUNT MANAGER :
PURIMPRAT TASANAYIM
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ACCOUNT EXECUTIVE :
NEERANUCH SRITAPRA
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STRATEGIC PLANNING DIRECTOR :
SAKILA BANYEN
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STRATEGIC PLANNING MANAGER :
MORAKOTCHANOK CHUTIKUNTANAKIT
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MEDIA AGENCY :
I-DAC BANGKOK, BANGKOK/THE SECRET FARM, BANGKOK
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FILM PRODUCTION COMPANY :
OVERGROWN PRODUCTIONS, BANGKOK
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DIRECTOR :
JESS LIN/RYUTARO SATO
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SOUND PRODUCTION COMPANY :
MELLOW TUNES, BANGKOK
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MUSIC DIRECTOR :
SIWAT HOMKHAM
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CAMPAIGN SUMMARY :
To promote Bangkok Breaking: Heaven and Hell, a Netflix film exploring Bangkok’s darker side, we created a daring anthem that redefined the city’s identity. We hijacked Bangkok’s full ceremonial name—holding the Guinness World Record as the world’s longest city name, so long that Thais created a song to help remember it. We twisted its heavenly lyrics into a gritty, reality-based rap. Every word and rhyme mirrored the original but exposed harsh truths of poverty, corruption, and survival. Performed by Thailand’s top artists featured in the film, the anthem became a striking voice for the city’s hidden struggles.
The surprise release of the music video captivated audiences nationwide, sparking a social media buzz. It inspired song covers, rap tributes, and millions of conversations, evolving from a film promotion into a cultural phenomenon. By blurring the line between entertainment and reality, it ignited a broader dialogue about life in Bangkok, making the song feel less like marketing—and more like the truth-telling anthem of a city.
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CREATIVITY/IDEA/INSIGHT :
We hijacked Bangkok’s iconic ceremonial name song, a cultural symbol recognized by every Thai and twisted its familiar words into a dark, reality-based rap anthem. Every word, every rhyme mirrored the original but delivered a brutal, hellish twist. Performed by top Thai artists from the film, the anthem’s raw storytelling captured nationwide attention, becoming a powerful voice for Bangkok’s hidden struggles. Perfectly aligning with the film’s message. Most importantly, it left Thai people asking…is it just a song? Or the anthem of their reality?
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STRATEGY :
Netflix's Bangkok Breaking: Heaven and Hell aimed to reveal the hidden struggles of life in Bangkok. Thai people are familiar with the city’s mix of beauty and hardship, but these issues are rarely talked about. To connect with them, we used a well-known cultural symbol: Bangkok’s full ceremonial name, the world’s longest city name, which describes an ideal paradise. Our strategy was to flip this symbol by turning each word into a harsh reality that matched the film's dark themes.
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EXECUTION :
The campaign began with the surprise release of a music video one week before the movie’s launch. Distributed across online platforms, it captivated audiences by turning Bangkok’s iconic long name song into a rap anthem, a music style often used to express raw emotions and social issues, mimicking the rhyme of the original name and flipping its meaning into a dark, reality-based message. The song’s powerful message aligned seamlessly with the film’s theme.
Social media and YouTube were the primary touchpoints, maximizing reach among digitally engaged Thai audiences. Organic buzz took off instantly, sparking discussions, song covers, and rap tributes. The anthem became a cultural moment, driving excitement for the film’s release and sparking broader conversations about Bangkok’s hidden struggles.
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RESULT :
The campaign achieved 26.8 million views across all platforms, generated 14.3 million in PR value, reached 52.1 million impressions, and sparked 29 million conversations, making it a cultural phenomenon that resonated deeply with audiences and amplified the film’s impact.
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