| Title | RISINGSUN BAND |
| Brand | VIKING FERTILIZER LTD. |
| Product / Service | FERTILIZER |
| Category | A05. Use of Original Composition |
| Entrant | McCANN Bangkok, THAILAND |
| Idea Creation | McCANN Bangkok, THAILAND |
| Production | HELLO FILMMAKER Bangkok, THAILAND |
| Name | Company | Position |
|---|---|---|
| Wichian Thongsuksiri | McCann | Executive Creative Director |
| Warunyoo Sorasetsakoon | McCann | Creative Director |
| Wichian Thongsuksiri | McCann | Art Director |
| Natthawut Chuklunthong | McCann | Art Director |
| Warunyoo Sorasetsakoon | McCann | Copywriter |
| Lachakan Dejsiripant | McCann | Copywriter |
| Chayaphat Visarnbuchanee | McCann | Copywriter |
| Kuntia Shunsar | McCann | Project Manager |
| Nathatai Boontanom | McCann | Traffic Manager |
| Jirapa Birasiriwatana | McCann | Group Business Director |
| Pimpanga Virayothin | McCann | Account Manager |
| Ratima Thipthep | McCann | Account Executive |
| Wiroth suwannarakgoon | Hellofilmmaker | Director |
| Natthawut Karnmee | Hellofilmmaker | Co-Director |
| Chotirat Wareerattanarot | Hellofilmmaker | Production Producer |
| Nattawan Luangmettakul | Hellofilmmaker | Co-Production Producer |
| Siriwan Bamrungphol | McCann | Agency Producer |
Building on the brand belief that “There is hope tomorrow”, the idea focuses on encouraging Thai agriculturists to keep on fighting through all the challenges and hard times they face in life. To resonate with the target, we present it through a fun music video as well as an original music and lyrics that aim to uplift all Thai agriculturists.
The music video is delivered through a music video starring various Thai agriculturists in a band, utilizing RISINGSUN’s mascot as the lead vocalist. As the brand believes that “There is hope for tomorrow”, the lyric is aimed at encouraging Thai agriculturists to keep fighting through all the bad. It was launched on Facebook and Youtube channel from 16th July 2018 - 15th August 2018. The film got a million views in a week.
The music video have 1,712,262 reach on Facebook and 3,745,902 views on Facebook and Youtube. Also we got 17,232 engagement on Facebook
Agriculture is everything for Thai agriculturists – from food to feed the family to their child’s education. However, agriculturists often face challenges and unforeseen events such as droughts, floods or thunderstorms and that could have major impact on their wellbeing. To take pressure off themselves, they turn to entertainment as getaway. As the brand believes that “There is hope for tomorrow”, we create a music video to encourage agriculturists to keep on fighting with whichever obstacles they face everyday.
The strategy was to connect to them through entertainment, the easy-to-consume approach that Thai farmers enjoy watching and win their hearts with the music and lyrics that combined with many type of Thai music style.