LETTER TO MY DAUGHTER

TitleLETTER TO MY DAUGHTER
BrandDAIRY PLUS COMPANY LIMITED
Product / ServiceDMALT
CategoryE05. Breakthrough on a Budget
EntrantWUNDERMAN THOMPSON BANGKOK, THAILAND
Idea Creation J. WALTER THOMPSON BANGKOK, THAILAND
Production THIS IS IT Bangkok, THAILAND

Credits

Name Company Position
Joao Braga J. Walter Thompson Bangkok Chief Creative Officer
Thasorn Boonyanate J. Walter Thompson Bangkok Creative Director
Danai Apiwatmongkol J. Walter Thompson Bangkok Creative Group Head
Supalerk Silarangsri J. Walter Thompson Bangkok Copywriter
Supanat Wachiralappaitoon J. Walter Thompson Bangkok Copywriter
Jiroj Mechoojit J. Walter Thompson Bangkok Production Director
Supatra Assawateppitak J. Walter Thompson Bangkok Agency Producer
Parattajariya Jalayanateja J. Walter Thompson Bangkok Managing Director
Nuttawut Boonpan J. Walter Thompson Bangkok Client Service Director
Aphesa Iamsakulpanit J. Walter Thompson Bangkok Account Manager
Pratthana Kumsoong This Is It Co., Ltd. Post Producer
Nadya Metasiri Freelance Editor

Write a short summary of what happens in the film

Pare Paplern, a beauty blogger sensation in Thailand... at the age of 11. In "Letter to My Daughter", Pare's mother recounts her daughter's journey as she comes into her own as an aspirational makeup artist, despite pushbacks from society and even her own family. On the set of DMALT's TVC that starred Pare as the brand's presenter, a mother surprises her daughter with a letter. In it was written what she wants for Pare's future. What choice does she have? DMALT Malted Milk Choose Yourself

Cultural/Context information for the jury

In Thailand, children play many roles for their parents: a top student, a top athlete, a doctor-lawyer-engineer-to-be. Anything but what they choose to be for themselves. This pressure to meet parents' expectations is the source of much grief for Thai children as they grow up. Traditionally, Thai milk brands all echo this parent-first mindset in their advertising, reinforcing a stereotype of what is good for the children, whether they like it or not. DMALT Malted Milk wanted to offer another choice for children: a choice to choose their own path. "Choose Yourself"

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