PAD THAI

TitlePAD THAI
BrandTOURISM AUTHORITY OF THAILAND
Product / ServiceTOURISM AUTHORITY OF THAILAND
CategoryA03. Online: Fiction & Non-Fiction
EntrantTHE 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

Credits

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

The Campaign

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.

Creative Execution

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.