Title | PAD THAI |
Brand | TOURISM AUTHORITY OF THAILAND |
Product / Service | TOURISM AUTHORITY OF THAILAND |
Category | A03. Online: Fiction & Non-Fiction |
Entrant | THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND |
Idea Creation | LEO BURNETT Bangkok, THAILAND |
Production | MACHO MANGO Bangkok, THAILAND |
Production 2 | JINGLE-BELL Bangkok, THAILAND |
Contributing | TOURISM AUTHORITY OF THAILAND Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Sompat Trisadikun | The Leo Burnett Group Thailand | Chief Creative Officer |
Sompat Trisadikun | The Leo Burnett Group Thailand | Chief Creative Officer |
Keeratie Chaimungkalo | The Leo Burnett Group Thailand | Executive Creative Director |
Keeratie Chaimungkalo | The Leo Burnett Group Thailand | Executive Creative Director |
Pipat Uraporn | The Leo Burnett Group Thailand | Creative Director |
Pipat Uraporn | The Leo Burnett Group Thailand | Creative Director |
Prathan Udomsubvong | The Leo Burnett Group Thailand | Copywriter |
Samira Thancharoenkit | The Leo Burnett Group Thailand | Account Management Director |
Porntipa Leelasa-ngasub | The Leo Burnett Group Thailand | Account Director |
Pimsorn Chanpa | The Leo Burnett Group Thailand | Account Executive |
Sompetch Nuntasinlapachai | The Leo Burnett Group Thailand | Agency Producer |
Rajit Saeng xuto | Macho Mango Co., Ltd. | Director |
Jirayu Leeranond | Macho Mango Co., Ltd. | Associate Director |
Pilan Spanond | Macho Mango Co., Ltd. | Executive Film Producer |
Wira Suwansilp | Macho Mango Co., Ltd. | Executive Film Producer |
Vichuta Chanthasuksri | Macho Mango Co., Ltd. | Film Producer |
Niramon Ross | Macho Mango Co., Ltd. | Cameraman |
Christopher Washington | Macho Mango Co., Ltd. | Cameraman |
Panayu Kunvanlee | Macho Mango Co., Ltd. | Editor |
While describing its origin, the ingredients required, and how to cook, the video takes viewers on a journey through various parts of Thailand, delves down to Thai way of life, and captivates world’s famous Thai charm. The story is systematically narrated using a mind map style, connecting one PAD THAI element to many other amazing stories of Thailand. And the further it goes, the more amazing stories await to be discovered. The scrumptious imageries were neatly designed to indulge appetite so PAD THAI fans would have no excuse not to come to Thailand. Only one dish of PAD THAI can showcase almost every aspect of “Thainess” in just 2 minutes.
This video was first organically launched in Amazing Thailand channel on Youtube and then widely shared via Facebook pages of TAT’s offices around the world without any support from paid media.
Thailand through a single PAD THAI. The film generated 2.1 million views, 5.6 million reach and 40,000++ shares in just 3 weeks. The video was able to generate 125,000 engagement in total and drive social conversation across the globe. It generated earned PR media around the world from more than 100 publications, reaching out to over 60 countries. When compared to the same period last year, it propelled positive growth in international arrival to Thailand to reach +12.5% (equals to 16.59 million tourists). Moreover, it helped generating 17% revenue growth, which is equivalent to 824 billion baht. This makes Thailand become among the top ten of the countries which receive the highest revenue from tourism sector.
PAD THAI, one of the world’s most favorite dishes, indulging people around the world by its taste. However, not many have got a chance to taste an authentic one from its motherland. We use this iconic dish bringing people to the journey of many amazing stories behind. As the journey goes along, the unrelated connection build up the excitement to the point where it’s always a surprising twist when the next thing makes its scene. Beautifully narrated with stunning imageries, “Discover Amazing Stories – PAD THAI” encapsulates the charm of Thainess in just one single dish.
“Discover Amazing Stories - PAD THAI”, - one of the best known and most liked Thai dishes among international tourists, available almost every corner of the world. It becomes one of the icons representing Thailand. It tastes so great that number of PAD THAI fans is increasing all over the world. However, not many of them have tried the authentic PAD THAI in its motherland. We created an amazing journey starting from PAD THAI and gradually brought them into various parts of Thailand and Thai way of life. So, PAD THAI that they used to taste is now even tastier, spiced up and full of meaning by the amazing stories behind.