The dream of becoming a content creator is real for many Thais. The sticking point is editing. That feels like a “can’t”. Wolf BKK used the appeal of quirky humour (with an in-joke flourish), word play…and real Thais participation to show how Anyone Can with Canva, in its first-ever campaign for the brand.
“The moment we saw the brief, the key message was already there. Canva had ‘Can’ built right into its name, while ‘-va’ sounded just like one of the most common sentence-ending words in Thai. It’s highly informal, often used among friends, and instantly turns a statement into something that feels less like a brand message and more like a friendly encouragement, ‘You can do this, man.’” Wolf BKK stated.
The agency brought in Ter Nawapol Thamrongrattanarit, a director known for his distinctively rhythmic filmmaking style, to both direct and star as himself, in a commercial editing room at hour 20, where the entire team has fought client feedback to the point of passing out at their desks. Then, the people who step in to help aren’t editors, they’re the most unexpected faces – the rider delivering congee, the cleaning lady bringing coffee, the security guard just starting his morning shift. Each one pulls out their device and cuts the footage with Canva Video like it’s the most normal thing in the world. And each one brings their own style to the edit.
“Thai people don’t need to be taught how to be creative. They already are. You see it everywhere, in the way they communicate, the content they love, the humour they share. Canva exists because we believe the tool should never be what gets in the way of that, stated Manita Rattanarungruengchai, country marketing lead, Canva Thailand.
The film didn’t stop at the end-scene. Instead, it opened the edit room to everyone through a follow-up activation. Canva released the original footage and invited people to help Ter finish the edit themselves. What came back was a collection of videos no creative team could have planned. Music videos. Comedy edits. Product ads. Motivational content. Horror films. One piece of footage became hundreds of different ideas. Each one proving the same point, anyone, literally, can with Canva.
Watch how Thais finished the story here:
Credits:
Agency: Wolf BKK
Chief Creative Officer: Torsak Chuenprapar
Managing Director: Natdhee Sopondhitipun
Creative Group Heads: Pandarie Somjit & Panupong Putong
Copywriter: Poomrapee Ongardvanish
Art Director: Narada Kittikunokorn
Group Communications Director: Sirapa Kanchanasuppawong
Communications Director: Sawarin Juntaratip
Producer: Chanoknan Wongwises
Production House: HAPPY ENDING FILM
Director: Nawapol Thamrongrattanarit
Producer: Pacharin Surawatanapongs
AD: Parama Malakil Na Ayudhya
Production Manager: Phiangporn Paiboonrungrot
DOP: Nisha Jurairattanaporn
Stylist: Sittipong na wong
Production Designer: Patcharanun Talanen
Props Master: Jirayoot Chomparapol
Location Manager: Uthit Boonsoemkhanit
Sync Sound: Disarin Ninlawong
Editor: Chaleamchon Natipat
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