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Seen and noted
 BackgroundWhen Comfort Thailand introduced its new scent Cherry Vanilla inspired by Korean desserts.It wasnât just about fragrance It was about emotion.Scent is the fastest trigger of memory and mood. It connects people to moments long before words can. VIEW OUTDOOR I'm OK Not OK BBDO Bangkok, together with its production unit Flare Bangkok, has created a powerful cultural moment in Thailand with Iâm OK // Not OK, an experimental short-film music video that reunites two iconic characters from the 2004 film Dear Dakanda. The campaign didnât simply go viral â it took over the countryâs digital and broadcast landscape. A Cultural Takeover: 9 Days of Total Social & Broadcast Domination: Upon launch, Iâm OK // Not OK sparked a nationwide reaction rarely seen in modern Thai entertainment. For nine straight days, the music film dominated Thailandâs digital and broadcast landscape â hijacking every major social platform and even becoming a daily topic on national TV news and talk shows. Reaction videos, duets, tearful responses, recreations, fan art, and nostalgia-filled tributes flooded the countryâs feeds. VIEW THE SPOT  Samsung Thailand has taken an unexpectedly understated approach to this yearâs National Fatherâs Day, releasing an emotional new film that has quickly struck a chord across Thai social media. Created by Thai boutique creative agency Choojai & Friends and directed by Teerapol Suneta of Suneta House Bangkok, the film avoids the usual product-driven messaging. Instead, it focuses squarely on the unseen weight many fathers carry and the simple encouragement that keeps them going. VIEW THE SPOT GQ Pro: Scrubs GQ Pro MED SCRUBS, in collaboration with Accenture Song Thailand, aims to elevate hospital scrubs beyond workwear. The first challenge was to âredesign scrubs from the ground up.â After over two years of research and development, listening to medical professionals, the result was âScrubs Designed by Designers and Medical Professionalsâ to establish the standard for scrubs worthy of being awarded.VIEW THE SPOT  Leo Thailandâs latest campaign, âAlways Here for Youâ, delivers a heartwarming reminder of the irreplaceable comfort of human connection in a world increasingly captivated by technology. Created for NESCAFE Blend & Brew, the film highlights the simple, grounding moments that bring people together. For more than three decades, this beloved, delicious & comforting coffee has graced Thai homes. VIEW THE SPOT  Central Department Store and Wolf BKK continue their quirky, humorous campaigns with their end of year holiday campaign. As the year comes to an end and the season of celebration and gift-giving returns, most retailers lean into familiar themes of warmth, family, and generosity toward others. Beyond gifting for friends, partners, or family, Central invites everyone to give a gift to themselves through the Central Black Midnight Sale, the biggest event of the year across all four annual sales. VIEW THE SPOT KFC: The Hand Checked Bucket CHALLENGE :When KFC set out to create a collaboration, we knew we didnât want just another logo slap. We wanted a true cultural moment, the kind that could only happen when two icons meet in a way that feels fresh, fun, and unmistakably KFC.So we turned to Butterbear, the beloved character with a surprisingly tasty twist. Fans have long joked online that Butterbearâs paws look like crispy fried chicken. Itâs a social whisper we turned into a cultural clucking. VIEW THE SPOT  Heinz has elevated the Christmas table to a new level of taste and heart with âItâs Heinz Seasonâ its first-ever regional campaign created by BBDO Bangkok and BBDO Guerrero, launching simultaneously in Thailand and the Philippines. This collaboration marks a milestone for the global iconic ketchup brand uniting two of Southeast Asiaâs most creative markets under one story that captures the regionâs passion for food and the emotional bond people share with Heinz. VIEW THE SPOT  RAJADAMNERN: IMMERSIVE MUAY THAI (Thai Boxing), WITHOUT TOUCHING ITS HISTORYRajadamnern Stadium is nearly 80 years oldâuntouched, unrenovated, and architecturally sacred. Our challenge was unprecedented: create a world-class 360° immersive experience without altering a single element that defines its heritage.Every decision had to honour the original structure while transforming it into a modern show arena. VIEW OUTDOOR KFC: Finger Typing Good In the age where AI-generated images, face-swaps, deepfakes, and hyper-polished visuals flood every feedâ¦â¨KFC Thailand decided to do the exact opposite.While the world fought to out-visual each other, we asked a simple question: What if we could shake social media⦠without showing anything at all? VIEW THE CONCEPT  July 6th is International Fried Chicken Day, a date every fried chicken brand marks with promotions, discounts, and deals. For KFC Thailand, the fried chicken brand Thai people love the most, our challenge wasnât winning hearts. It was finding a way to make this day feel even bigger, worth talking about, and impossible to ignore.VIEW OUTDOOR  When an ordinary zookeeper turns out to be the most energetic man alive, the entire zoo becomes his playground. In one scene, heâs a dancing panda mascot hyping up the audiences. The next second, heâs scrubbing elephants, then transforming into a giraffe, all within moments. Every task is done with unstoppable drive, showing how his energy never runs out.â¨VIEW THE SPOT  âThe Overtime Samplingâ is a campaign that redefines the way product sampling is done shifting from giving out samples during the day to reaching out to office workers who are still working when everyone else has gone home.Dutch Mill took the brand out after hours, visiting offices where employees were working overtime, and shared DR-1, a probiotic drink specially formulated to help restore gut balance for those who work tirelessly. From night-shift workers to late-night creatives and midnight hustlers, the campaign reached the real overtime warriors who keep pushing through when the world rests. VIEW OUTDOOR  Once again, Heinz, the worldâs leading ketchup brand, is adding a splash of creativity this spooky season with the launch of its new campaign, âHeinzloween: RIP Expired Heinz.â The campaign invites consumers across Thailand to discover the hidden âhorrorâ lurking in their homes â expired sauce on kitchen shelves, in fridges, on dining tables, and more. In reality, Heinz Ketchup, produced from 100% real tomatoes with no preservatives, does have an expiration date and requires proper storage once opened. Rather than communicate this message conventionally, Heinz Thailand and Shooting Stellar have combined Halloweenâs spookiness with a playful twist, transforming the idea of âdisposing of expired sauceâ into a metaphorical âexorcising of haunting spirits.â This approach aligns with the festival and resonates with Thai audiencesâ love for ghost stories. Beyond the playful Halloween concept, the campaign reinforces Heinzâs core brand values; quality, taste, and food safety. VIEW THE 4 ADS  Less Plastic Thailand, in collaboration with SuthisakStudio, has unveiled its latest awareness campaign, âPlastic Monsters,â launched fittingly on Halloween to spotlight one of the real horrors threatening our planet â plastic pollution. Despite ongoing environmental efforts, Thailandâs plastic recycling rate remains below international standards, and the country continues to rank among the top 10 nations contributing plastic waste to the ocean. Over time, this waste breaks down into microplastics that contaminate our food, water, and air â ultimately posing serious risks to human health. The âPlastic Monstersâ campaign transforms this invisible threat into a haunting visual metaphor, showing how the plastic waste we ignore can come back to âhauntâ us. Created by SuthisakStudio under the creative direction of Suthisak Sucharittanonta, the campaign was produced using Generative AI technology and features two 30-second films and print executions. âPlastic pollution is coming back to hurt us. Clean it up before it cleans us out!âVIEW THE 2 SPOTS Lays: Smile Your Way Layâs Smile Your Way transformed product packaging into an interactive experience by combining trending technology with consumer insight. By scanning the QR code on the pack, users could upload or snap selfies and use AI with face detection to generate over 100 unique smiling characters. This simple yet joyful experience encouraged repeat participation and sharing, turning every pack into a gateway of endless smiles and engagement.VIEW THE CONCEPT  ContextThailandâs energy drink market is fiercely loyal to legacy brands and gritty ads. Sting had to do more than show up it had to own energy moments, under FDA rules forbidding any âenergyâ claims. And still, make people see: Sting is energy too. VIEW THE SPOT  THE BANANA AD: SUB-CULTURE IS THE NEW MEDIA.Flash Bomber just dropped a bold cultural moment for Ace of Clubs Bangkok Thailandâs first full-service tennis community.This isnât about going viral. Itâs about precision, relevance, and real connection. The challenge? Reaching the true tennis crowd the players and fans who actually live the game. This move proves that great marketing isnât about how big your budget is, but how sharp your insight can be. VIEW THE AD  The campaign was created by Wolf BKK and award-winning film director Nawapol âTerâ Thamrongrattanarit. The film portrays actress Baifern Pimchanok proudly passing her spotlight to ordinary people, letting them become the presenters instead. It was approved by the presenter herself, the director, and the brandâs founder, and marks a bold step away from conventional celebrity-driven fragrance advertising.VIEW THE SPOT Lays: All Gen Enjoy Game BackgroundFor 30 years, Lay's has been a "Master of Joy." However, with the rapid rise of technology and digital communication, the brand noticed a growing disconnect among family members, particularly a "generation gap." This divide led to less face-to-face communication, created distance, and reduced shared "joy" within households. Lay's saw this as a critical problem to address, aiming to restore the connection and happiness that were slowly fading away. VIEW THE CONCEPT  BACKGROUNDBangkokâs MRT, the place where energy levels go to nap. Especially at Phetchaburi Station where commutes are long, footsteps are heavy, and vibes are low. IDEAFor Sting, the most Fun Energy drink, this isnât a problem. Itâs a PLAYGROUND. Because when people are most tired thatâs when Sting shows up best. So we flipped the switch on fatigue. Instead of handing out samples the usual way, we turned a dull transit space into a full-on interactive experience. VIEW OUTDOOR  Rajadamnern Stadium, the birthplace of Muay Thai was rich in history but fading in relevance. While the fightsremained world-class, the experience hadnât changed in decades.The challenge: how do we preserve tradition while captivating a new generation of fans, tourists, and culture seekers?To reawaken the stadiumâs legacy, we created the worldâs first immersive Muay Thai experience transforming thevenue into a 360° cultural spectacle through projection mapping, synchronized lighting, sound, and storytelling. VIEW THE SPOT Breeze: Fast-perience ads This is the first time in Thailand's laundry industry where speed doesn't come at the expense of cleanliness. Instead, both come together in Breeze Quickwash! In a world where everything moves fast, including social media habits like skipping ads and jumping to the best parts, fast-forwarding has become automatic. It's obvious that speed is in Thais' DNA. And in an era where every second counts, the question is: "How do we make people recognize a detergent that cleans in just 15 minutes, even faster?"VIEW THE CONCEPT  Ogilvy Thailand, in collaboration with Mum Films, has unveiled a new online film for ThaiHealthâs campaign, âAging Well: Preparation Before 40â (สูà¸à¸§à¸±à¸¢à¹à¸«à¹à¸à¸£à¹à¸à¸¡ à¸à¹à¸à¸à¹à¸à¸£à¸µà¸¢à¸¡à¸à¹à¸à¸ 40). The campaign illustrates how everyday lifestyle choices profoundly shape the way we age. With narrating dark humor and the lively chaos of a reunion party, the film cleverly portrays a range of 40-year-old lifestyles, encouraging audiences to recognize who might be falling into the so-called âYouth Sucker Beastâ and prompting reflection on how present behaviors affect one's elder version both physically and mentally.VIEW THE SPOT Allianz Ayudhya: Straightforward Allianz Ayudhya has launched its new "Straightforward" campaign by doing what no other insurance brand in Thailand has ever dared to do: bringing the lengthy policy terms and conditions - usually hidden in fine print - into the spotlight, displayed prominently on a massive billboard in central Bangkok. VIEW THE 4 OUTDOOR  How far can a missing piece go? KFC's new film leans into that delicious agony. Our hero is one Baby Sanders short of a full set. Once he realizes heâs missing the rare piece, the absence starts to color everything he sees. His world feels unfinished ...until he understands thereâs only one way to make it whole: unbox another Baby Sanders. Launched one week after KFC Baby Sanders blind boxes hit the market, the film speaks to anyone whoâs feeling the pull of an incomplete set. Consider it empathy for the incomplete and a nudge to finish the set.VIEW THE SPOT  Dentsu One Bangkok and Mum Films release Nancy, the latest film in the 2025 Quit Drinking Buddhist Lent campaign. Carrying the message âNo One Can Warn You Better Than Yourself,â the story follows Nancy as she glimpses the life she could have if she chooses not to drink, tonight and throughout the Buddhist Lent season. The film aims to encourage reflection and remind viewers that giving up alcohol can open the door to better possibilities.VIEW THE 2 SPOTS  'Reborn', the new campaign from Cute Press My Match, created via Wolf BKK and directed by top Thai director Wuthisak Anarnkaporn of Factory 01, challenges the long-standing beauty standard that foundation must match your skin tone. It believes that everyone deserves to enjoy makeup without judgment.VIEW THE SPOT  Grey Thailand and Mum Films have launched a new online film for ThaiHealthâs 2025 Anti E-cigarette campaign, themed âGood Looking Doesnât Mean Harmless.â Drawing inspiration from the stylish, eye-catching designs of todayâs Thai vape pods, which often entice young people to start vaping. The film reveals the hidden dangers behind the sleek exterior. Beyond the perceived âcool factorâ of holding a vape in front of peers, it underscores the serious risks e-cigarettes can pose to oneâs health and well-being.VIEW THE SPOT  An integrated team from Interpublic (IPG) group has launched the Effortless Rush Hour campaign for the Philips S1000 to S3000 series, positioning Philipsâ electric shavers as essential tools for young Thai men to take on all manner of daily challenges â personal, relationship and professional. This is a collaboration with independent creative studio Heckler Singapore. The multi-agency campaign was a joint effort among IPG specialist agencies MullenLowe Singapore, MRM Bangkok and CraftWW Bangkok. It aims to shift grooming behavior, particularly among Generation Z Thai men, encouraging them to switch from the hassle of manual blade shaving to effortless confidence with electric shaving. Heckler handled full production and post-production, blending high action filmmaking with a comedic edge that puts the product front and center. VIEW THE SPOT  With e-cigarettes in playful art toy designs trending among Thai youth, Grey Thailand and Mum Films teamed up to create three TVCs for ThaiHealth. Under the concept âE-cigarettes are extremely dangerous, no matter how they look,â the films show what vaping really gives you behind the fantasy designs.VIEW THE 3 SPOTS  Dentsu One Bangkok and Mum Films deliver ThaiHealthâs powerful message for the 2025 Quit Drinking Buddhist Lent campaign: âNo one can warn you better than yourself.âIn this new online film, we follow Odd, a man who comes face-to-face with his past and future selves. But they all share one urgent plea, it's time for his present-day self to stop drinking.VIEW THE SPOT  In a bold promotional stunt in Thailand, WeTV and creative agency Audacity Bangkok blurred the lines between fiction and reality with a live activation set in the nationâs most iconic boxing venue. To promote Knock Out â a WeTV Original Boy-Love series set in the gritty, corrupt underworld of Muay Thai â the team staged a shocking choreographed fight inside Lumpinee Stadium, right in the middle of a real boxing event. And thatâs exactly what they did. Between the second and third fights of the night, the crowd witnessed what appeared to be a real altercation: a boxing promoter and a fighter were suddenly attacked in the ring by a mob of 20 men. Panic set in. Screams echoed. The stadium went silent. Then â the lights cut out. And the big screen came alive with the trailer for âKnock Out.â VIEW OUTDOOR  A year-long photographic series commissioned by TBWA ThailandJuice documents how Thai communities creatively repurpose TOA buckets, reflecting the brandâs cultural imprint. TOA Paint marks six decades as an integral part of everyday Thai life. In partnership with TBWA ThailandJuice, the brand introduces âThe Life of Paintâ, an unconventional tribute highlighting the brandâs enduring influence.VIEW THE 5 ADS Honda: Protect The Power Of Dreams âDentsu Thailandâs integrated campaign for Honda, âPROTECT The Power of Dreamsâ, promotes safe riding habits for child passengers on motorcycles, and calls on parents to protect their childâs dreams for the future. In Thailand, motorcycles are a daily necessity, but the safety of children riding on motorcycles have been often overlooked, with only 16% of Thai children wearing helmets when riding as passengers. Yet, not wearing helmets has been a major cause of death among Thai children, with around 3,000 deaths each year, approximately nine every day. VIEW THE SPOT VIEW THE 4 ADS  No matter how much life changes or how much little Jenny grows, one thing remains constant, the care and protection she can always count on. With Samsung Life Insurance, some things never change. VIEW THE SPOT  Started from the bottom. No rich parents. No connections. No safety net. Born at the base of the pyramid, where survival comes before dreams. Falling. Failing. Repeating. Forget a bright future â just making it to tomorrow is a battle. This isnât just the story of daily wage earners. Even salaried workers in Thailand feel the squeeze. Costs go up. Salaries stay the same. Poverty pushes people to think harder, fight harder. That's why FINNIX exists. A digital nano loan platform made for those with little to start with â even with poor credit or trapped in predatory debt cycles. Weâve been around for 5 years, and weâre still evolving â to help more people, in more meaningful ways. Weâre building more than just a lending platform. Weâre building a community of fighters. People who fall, get back up, and inspire others to do the same. Weâre sharing knowledge, careers, and real opportunities â to help them not just repay loans, but reclaim their lives. We want to champion lifeâs true fighters. Not just those who struggle to pay interest⦠but those who rise up for themselves and their families. Turning ordinary streets into arenas â backing borrowers to fight strong. 'Finnix, partnering with life's fighters.'VIEW THE STREET FOOD FIGHTER SPOT VIEW THE SALARYMAN SPOT PT Station: Car Opinion Leader THE WORLDâS FIRST CAR OPINION LEADERâItâs not just KOLs, itâs Car-OL.âCHALLENGEOil brands love KOLs. Celebs, influencers, reviewersâeveryoneâs been there, done that. But when every brand screams âOur oil is the best!â through the same human influencers, how could PT, the market leader, break out of the echo chamber and keep things truly fresh? VIEW THE CONCEPT  Wolf BKK has created a new spot for Central The 1 titled âEverything Has a Point,â turning every shopping excuse into an undeniable reason to buy. Shopaholics always have a reason to buy something new. Even as the economy gets tougher, every shopper finds a way to justify their choices. To outsiders, those reasons might seem pointless. Thatâs why Central The 1 stands behind every shopperâs reason with a new feature: Dynamic Points â a revolutionary way to earn rewards that breaks the market norm of simply giving 4X points. VIEW THE SPOT Wolf BKK has created a new spot for Central The 1 titled âEverything Has a Point,â turning every shopping excuse into an undeniable reason to buy. Shopaholics always have a reason to buy something new. Even as the economy gets tougher, every shopper finds a way to justify their choices. To outsiders, those reasons might seem pointless. Thatâs why Central The 1 stands behind every shopperâs reason with a new feature: Dynamic Points â a revolutionary way to earn rewards that breaks the market norm of simply giving 4X points. VIEW THE SPOT |
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