Thai ad humour is refreshing, surprising, quirky and mad. Leo Burnett Thailand’s ad humour for financial services company, Krungsri First Choice, stands on the top rung of it. It’s also quick, human and bonded tightly to its job – highlighting the brand’s fast approvals.
The campaign, What the Fast!, consists of three 15-second films about life scenarios that are typically difficult, drawn-out, and complex—like making up with a loved one, asking a father for permission to travel with a partner, and confronting a boss. When juxtaposed with the swift and straightforward service of Krungsri First Choice, these scenarios are resolved swiftly – in seconds – highlighting the brand’s core message of simplicity and speed, while resonating with people’s desire for a hassle-free life.
The campaign was launched shortly before Cannes Lions’ deadline. It won Gold in Film. The three commercials were directed by FACTORY01’sWuthisak Anarnkaporn.
“I really want to thank our client, First Choice, because no matter how great an idea is, it won’t happen without their support. The biggest credit goes to our client for always valuing creativity and backing our work over the years and for many years to come. We couldn’t have done it without them,” stated Prasert Vijitpawan, chief creative officer at Leo Burnett Thailand.
Thiti Boonkerd, deputy executive creative director at Leo Burnett Thailand, added, “Winning a Gold Lion is an incredible moment for any creative, but I’ve always believed that great creativity doesn’t come from creatives alone. This work was born from a great deal of support from our entire Leo Burnett team, and our production partner FACTORY01. Kudos to our amazing client, First Choice, for their creative bravery.”
Athip Sinpagekan, managing director at Krungsri First Choice, explained, “As competition in the credit card and cash card market intensifies, brands are fiercely showcasing their unique strengths and selling points. Among them, Krungsri First Choice stands out by tailoring its products to the needs of a time-poor audience. We challenged our agency partners to bring this USP to life in the most unexpected way possible.”
Credits:
Client: Ayudhya Capital Services Company Limited [Krungsri First Choice]
Agency: The Leo Burnett Group Thailand
Chief Executive Officer: Thipayachand Hasdin
Chief Creative Officer: Prasert Vijitpawan
Deputy Executive Creative Director: Thiti Boonkerd
Creative Group Head: Theetasak Dangrojana
Art Director: Arnon Jearanaisilp
Senior Copywriter: Norawit Saratsamith, Shanya Jiwachotkamjorn
General Manager: Sureeporn Kulchotehirun
Account Management Director: Rathawan Sukanake
Group Account Director: Pattra Ketsamathi
Account Manager: Naphasorn Prachammuang
Agency Producer: Rungrudee Chinpratan
Head of Strategic Planning: Doungjai Sawasdee Moyon
Strategic Planner: Puree Preyaprawat
Project Manager: Kanyanat Daewilor
Production Company: Factory01 Co. Ltd.
Director: Wuthisak Anarnkaporn
1st Asst. Director.: Mattanee Uajarernsup
2nd Asst. Director.: Chaninart Chuehom
Executive Producer: Rungtawan Nanthasaen
Producer: Wipawee Khirirat
Director of Photography: Kritsada Nakagate
