Launching Nine Herbs Green Balm, an itch-relief product, faced challenges due to stringent Thai FDA regulations. SCRUM + ADK Thai worked out a way around them. Instead of introducing a product it couldn’t talk about, it introduced a unique product that complied with the rules – the world’s first Anti-Itchy-Anti-FDA Stick.

The name of this product, Mai Khan, is a quirky play on words. It means both Not Itchy and Anti Itchy Stick. The campaign is even quirkier. It plays on Thai advertising’s flair for the bizarre. The campaign features relatable and humorous skits, such as the annoyance of a mosquito bite during a date or an unreachable itch during a job interview, and a madcap presenter with a mile-a-minute spiel and several characters in his toybox.

Credits
Agency: SCRUM x ADK Thai
Chairman: Masato Suematsu
Chief Executive Officer: Thanawat Meesawat
Managing Director: Panupong Piyatanasirikul
Chief Creative Officer: Wikorn Rojarayanont
Creative Director: Pattanapond Ketrathon
Copywriter: Chanakarn Kriangsantikul
Art Directors: Purisalak Sawantrat, Pattanapond Ketrathon & Wikorn Rojarayanont
Senior Account Executive: Chotirat Prommachot
Head of Strategy and Media: Sasana Jitwatna
Strategic Planner Manager: Jirakit Insrithong
Media Planning Director: Thatsanun Natthawutyangkul
Media Planning Manager: Suradate Weerayuthasin
Agency Producer: Jutamart Sanguanyod

Production Company: No Minute Wasted, Bangkok
Director: Sira Simmee
Cinematographer: Piya Charoenwithit
Assistant Director: Pattarin Chaopanich
Production Manager: Prempree Simathamchai
Production Design: Blue Sangnet
Editor: Sira Simmee
Colourist: Udomsak Thong-in
Casting Director: Donutt Yeah
Hair & Make-up: Noppatham Kanjanasoon
Stylist & Wardrobe: Aoomrak Photthiramontri