BBDO Bangkok’s campaign for Club 21 Thailand, its first major campaign in Thailand, is an elegant, unexpected walk on the wild side that applauds its audience’s thinking. (And intelligence – did you spot the difference?) Isn’t that what the advertising of a luxury fashion retailer should be?
Each of Salute the Detail’s three films is an observation of a people’s behaviour in an extract by a royal poet of a century past. Each story invites the audience to interpret its narrative through their own lens, embracing the concept of “similarity with a twist in the detail” and the films are joined by the strapline, If you notice the difference, welcome to Club 21. The campaign validates the discerning. It not only mirrors the essence of the brand but also unites famous luxury labels, known for their meticulous attention to detail, catering to every style and preference of their discerning customers.
The campaign is a bold new adventure for the brand that aims to expand its customer base while maintaining a connection with its loyal clientele.
The stylised films were directed by highly awarded director, Wuthisak Anakkaporn, whose decisions narrate the stories with intelligence and amplify their power.
Sopavadee Bejrajati, marketing director, Club 21 (Thailand), commented, “This campaign is a brave new step for Club 21 as we embark on mass communication in Thailand for the first time. Our business strategy aims to reach new customers while connecting authentically with our existing base. It is essential for this campaign to reflect the identity and essence of Club 21 perfectly. We have curated a collection of premium brands that stand out in their details and uniqueness, all in one place, to meet every need and express individual style.”
Thasorn Boonyanate, chief creative officer of BBDO Bangkok, emphasised the importance of detail in fashion as the foundation of style. “This project is one of the most exciting I’ve ever worked on. It celebrates the beauty in details, turning the smallest elements into captivating highlights.”
The campaign’s Salute the Detail theme of discernment is carried into a witty OOH extension that also highlights the retailer’s labels. Clever.
Credits
Creative Agency: BBDO Bangkok
Chief Executive Officer: Somkiat Larptanunchaiwong
Chief Creative Officer: Thasorn Boonyanate
Creative Director: Pratchya Vilaipol
Copywriter: Prame Poosoontornsri
Art Director: Peera Liangjai & Jirayus Russmisaengthong
Project Manager: Kanokwan Kaewkern
Producer: Paramee Soontornwuttinun
Head of Brand and Digital Planner: Prasit Kunanuphanchai
Senior Strategic Planning Manager: Chanapa Kongvaranont
Strategic Planner: Suchanad Kosaipat
Group Business Director: Tasking Vasarutchapong
Business Director: Mira Komolwanich
Account Manager: Pornchanok Wuttitanakorn
Production House: Factory01
Director: Wuthisak Anarnkaporn
1st Assistant Director: Wityawat Lakam
2nd Assistant Director: Mattanee Uajarernsup
Producer: Wipawee Khirirat
Executive Producer: Rungtawan Nanthasaen
Director of Photography: Abhisit Prasongsup
Gaffer: Withun Sorasit
Lighting & Grip Equipment: Tang Lighting Co.
Camera Equipment: DOP House Co.
Stylist: Chayanuch Savekvattana
Casting: Pornthip Muttisom
Production Project Manager: Boonsita Limprasert
Sound Record: Waigoon Laopipatpinyo
Production Art Director: Wanlop Plumsee
Post Producer: Wipawee Khirirat
Editor: Jirawat Jirawangso
Sound Engineer: Artit Vongmetta
Assistant Sound Engineer: Nithit Wongwattanasil
Sound Producer: Nattakarn Boonthanom
Sound Company: Mellow tunes
Colourist: Natnicha Suwanprapa
Flame Artist: Nantachai Samaphutti
Assistant Frame Artist: Danai Payattapong
Post Production Producer: Therdsak Buapian
Post Production: One Cool Production
