E-cigarettes small and taste like lollies, and now they are being packaged in toy-inspired designs. This makes them insidiously attractive to young Thais. They are anything but innocent fun.
Grey Thailand has taken over from BBDO Bangkok to support the Thai Health Promotion Foundation’s work to warn people of the risks of vaping. The Grey Thailand campaign consists of three TVCs – Park, School and Car Park – that turn seemingly harmless e-cigarette designs into monsters, highlighting the danger behind the “wholesome” packaging.
The campaign launch coincides with World Health Organisation’s announcement of its support for Thailand’s ongoing e-cigarette import and sales ban. Surveys show that 25% of Thai students have tried e-cigarettes and 22% have friends who use them.
Credits
Client: Thai Health Promotion Foundation
Agency: Grey Thailand
Chief Creative Officer: Sompat Trisadikun
Creative Director: Charnpanu Suchaxaya
Art Director: Atisak Waiprib
Copywriter: Surangkhanang Posri
Group Account Director: Nattida Sangchai
Agency Producer: Ruangkanjana Aiamrit
Production Company: Mum Films
Director: Suthon Petchsuwan
Executive Producer: Pattarajitr Trakarnkate
Producer: Nara Montrkul Na Ayudhya
Assistant Director: Chairat Piriyawattanakul
Production Manager: Sumittra Kudcharoen
DOP: Worawoot Sukasem
Post Production Company: Time Lapse Post Production
Post Producer: Kritsana Thaweesang
Editor: Supachai Supakij
AI Team: VulcanX Thailand
Visual Graphics: Kithanin Sirahthanunnon
Colourist: Thawatchai Chuaitang
Online Artist: Tanawich Kochchaprom
The campaign extends the Thai Health Promotion Foundation’s history of using absurd humour in its PSAs:
