Execution

This panel of CCTV monitors was setup during an insurance sales expo at Bangkok's largest convention center during the week of 2-6 September 2009. The goal was to communicate the idea that people should never take their eyes off a life they're caring for, and also remind them of Thai Life Insurance's brand promise 'to see the value in every life and to take care of them forever.' CCTVs were used to pre-record clips of simulated accidents from around the convention center. On the day of the expo, a panel of 11 monitors was set-up and the video clips of the accidents were shown. To make the accidents feel 'real-time' a CCTV would capture the consumer watching display and show his image on an additional monitor. Each clip would wrap with the line 'Never take your eyes off a life you're caring for,' and the Thai Life insurance logo to emphasize to consumers that accidents can happen anywhere and that it could easily happen to them. And that's why every life needs someone to help take care of them.