Hundreds of perfume brands, both international and local (in this case Thai) rely on communicating that their scent gives users confidence and charm by using celebrity presenters…who already have confidence and charm.

MITH Bangkok, a Thai fragrance brand that began as a small label and has steadily grown, is entering its 10th year. To mark this milestone, Wolf BKK and MITH are launching a major advertising campaign, The Scent That Gives You The Scene, featuring Baifern Pimchanok, a multi-talented actress and beloved star across Thailand and Asia.

But not in the traditional way:

In the hero commercial, directed by awarded film director, Ter Nawapol, MITH shifts the spotlight from its presenter to the everyday people who wear MITH, allowing them to experience their own moment in the scene. In Thai, the word “scene” carries a double meaning. It refers not only to a cinematic scene, but also to one’s personal moment to shine in real life.

Credits:

Client: MITH Bangkok
Agency: Wolf BKK, Thailand
Chief Creative Officer: Torsak Chuenprapar
Creative Group Head: Greepol Boonsrangsom
Art Director: Pattarawan Luangsa-ard
General Manager: Natdhee Sopondhitipun
Group Communications Director: Sirapa Kanchanasuppawong
Communications Manager: Sawarin Juntaratip
Agency’s Producers: Chanoknan Wongwises

Production Company: HAPPY ENDING FILM
Director: Nawapol Thamrongrattanarit
Assistant Director: Pornpong Wongwatpong
Producer: Pacharin Surawatanapongs
Cinematographer: Natdanai Naksuwan
Sound: Disarin Ninlawong
Art Director: Patcharanun Talanon
Prop Master: Jirayoot Chomparapol
Casting: Surangkana Suwanjinda
Stylist: Kwanhatai Chittiwatana
Location: Uthit Boonsoemkhanit
Editor: Chaleamchon Natipat
Post-Production: One Cool Production
Sound Mix: One Cool Product