Thailand Post has transformed itself. The 141 year-old service is now powered by 20,000 postmen and up-to-date logistic data, and has become more than a company that moves mail from one place to another. The traditional campaign for Grey Thailand to take to publicise this change into an “information logistics” company would be factual. A straightforward explanation of its enhanced purpose. Would anyone have noticed?
So that’s not what Grey did. The agency created a three-minute, human story, You’re My Destin(y)ation, about the relationship between a grandfather and a young man, with Thailand Post playing the role of the protagonist that connects them. The story and its newly-composed song are inspired by a true story that depicts the success of a young man who accidentally found a new opportunity through a parcel shipped from his grandfather.
The miniature Bonsai in the parcel represents a new beginning and the service provided. The tree’s ‘growing moment’ was put into the story’s core concept to symbolise Thailand Post, whose duty goes beyond parcel delivery to the destination and a deeper role in customer success.
Woven into the warm-hearted story is an overhaul of key visuals to a minimalistic design, with elements highlighting the message of relationships. For instance, a wide-angle ground with a clear sky symbolises a brighter future. Colours like green and blue foster a calm, peaceful ambience, enabling consumers to feel more relaxed, empowered and emotionally tied to the brand.
“For a complex topic, visual metaphors can be a powerful tool to help convey complicated ideas in a more relatable way. At the same time, key visuals can also be effective with minimalistic design to simplify human recognition in a too-much-information world,” stated Grey Thailand creative director, Thanyaluck Pongacha.
Credits
Client: Thailand Post
Chief Executive Officer: Dhanant Subhadrabandhu
Chief Corporate Strategy Officer: Waraporn Kongkiewphan
Senior Executive Vice President: Waraphorn Chaitiamwong
Agency: Grey Thailand
Chief Operating Officer: Kanokkorn Seehapan
Chief Creative Officer: Sompat Trisadikun
Creative Director: Thanyaluck Pongacha
Associate Creative Director: Vongjino Kedjariyanon
Senior Copywriter: Sorrawich Srisupasitanon
Group Account Director: Phetpichaya Saengchaipan
Account Manager: Settawut Janda
Production: UnderDoc Film
