Title | BEHIND THE SCENE |
Brand | SMILE BULL MARKETING |
Product / Service | HISO INSECT SNACKS |
Category | D01. Social Video |
Entrant | GREYNJ UNITED Bangkok, THAILAND |
Idea Creation | GREYNJ UNITED Bangkok, THAILAND |
Media Placement | MEDIACOM Bangkok, THAILAND |
Production | PHENOMENA Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Jureeporn Thaidumrong | GREYnJ United | Chief Creative Officer |
Asawin Phanichwatana | GREYnJ United | Executive Creative Director |
Thayaluck Pongacha | GREYnJ United | Associate Creative Director |
Chanakan Ukosakul | GREYnJ United | Art Director |
Katunyoo Thongtip | GREYnJ United | Art Director |
Vongjino Kedjariyanon | GREYnJ United | Art Director |
Chanikarn Sitthiaree | GREYnJ United | Copywriter |
Veerawin Suksantinunt | GREYnJ United | Copywriter |
Kanaporn Hutcheson | GREYnJ United | Managing Director |
Kanokkorn Seehapan | GREYnJ United | Client Service Director |
Nantida Tunsawai | GREYnJ United | Account Manager |
Mali Pongsirirak | GREYnJ United | Agency Producer |
Thanonchai Sornsrivichai | Phenomena | Director |
Phalanon Ponchawaporn | Phenomena | Cinematographer |
Panida Ngamsompong | Phenomena | Film Producer |
Vicha Visedsang | Phenomena | Art Director |
Pimploy Pitakchart | Phenomena | Casting Director |
Manop Boonwipas | Phenomena | Editor |
Sarayouth Phuksawattanachai | Phenomena | Colorist |
Parson Thirawat | Phenomena | Flame Artist |
Pornsuda Piyarattanapong | Phenomena | Post Producer |
"HISO", short for high-society, the first and only brand of insect snacks wants to elevate its level from what is considered street food into something safe and modern. The brand wants to trigger that “Food taste matters, the looks don’t,” along with the fact that Thai people prefer fun stuff rather super serious one. Thus, we created fun content in the form of a film, stating the fact that our insect snacks are tasty and nutritious to draw people attention.
To make people want to try our snacks more, we communicate with mass audience, using a film to elaborate the fact about how nutritious insect snacks are in a fun way.
After the launch of the film, people recognized the brand right away and tried out our products more. Thus, they went out to stores and found the empty shelves, which made our ad even more powerful. We become the first and only brand who turned “exotic snacks” from street food into modern snacks on store shelves. Even though our production line still can’t match with high demand as usual, people can remember us and think of us first when it comes to insect snacks!
The key strategy of this campaign is to expose the truth to public. We created branding from the fact that the circulation of the product was too high in which the brand was not able to supply the large consumption demand. Also bringing up the fact that insects are a highly nutritious and healthy food source. After that, we expanded these facts into the campaign using fun content to create awareness with mass audience.