Title | KTB YOUNG MAN AND THE SEAL |
Brand | KRUNGTHAI BANK |
Product / Service | KRUNGTHAI BANK |
Category | E01. Local Brand |
Entrant | CJ WORX Bangkok, THAILAND |
Idea Creation | CJ WORX Bangkok, THAILAND |
Media Placement | SPORE Bangkok, THAILAND |
PR | SPORE Bangkok, THAILAND |
Production | THE FILM FACTORY Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Saharath Sawadatikom | CJ WORX | Creative Director |
Vuttichai Chongsanguan | CJ WORX | Associate Creative Director |
Chalotorn Nuanthong | CJ WORX | Associate Creative Director |
Saharath Sawadatikom | CJ WORX | Art Director |
Chalotorn Nuanthong | CJ WORX | Art Director |
Nida Techakitteranun | CJ WORX | Art Director |
Vuttichai Chongsanguan | CJ WORX | Copywriter |
Nawaporn Suetrong | CJ WORX | Copywriter |
Maytaporn Mujjalinkool | CJ WORX | Social Copywriter |
Autcharawan Laohachataroop | CJ WORX | Project Manager |
Chawana Keeratiyutamonkul | CJ WORX | General Manager |
Jipattikal Panikbutr | Spore Bangkok | Director of Strategy and Business Solutions |
Saris Trakarnsrisunun | Spore Bangkok | Strategic Planner |
Khwanchanok Poochaiwattananon | Spore Bangkok | Associate Digital Media Planning Director |
Pacharaponr Wongwithoothai | Spore Bangkok | Digital Media Planner |
Thanakorn Sangchan | Spore Bangkok | Digital Media Planning Assistant |
Pimchanok Leungaram | Spore Bangkok | Media Buyer |
Nakareeya Duangvisut | Spore Bangkok | Communication manager |
Theerawut Sathitphattarakul | Spore Bangkok | Communication Manager |
Nakharin Uthaichalanon | CJ WORX | Account Director |
Monsinee Nareephot | CJ WORX | Account Executive |
Taya Soonthonvipat | The Film Factory Ltd. | Director |
Wityawat Lakam | The Film Factory Ltd. | Assistant Director |
Pohvisa Singha | The Film Factory Ltd. | Assistant Director |
Rewat Vorarat | The Film Factory Ltd. | Executive Producer |
Phuangphaka Rutimanon | The Film Factory Ltd. | Producer |
Anuwat Chaodee | The Film Factory Ltd. | Post Producer |
Chankit Chamnivikaipong | The Film Factory Ltd. | Director of Photography |
Anan Boonsri | The Film Factory Ltd. | Gaffer |
Wanlop Plumsee | The Film Factory Ltd. | Art Director |
Anchisa Eksirimeteeku | The Film Factory Ltd. | Casting Director |
Araya Suvetwattanakul | The Film Factory Ltd. | Production Manager |
Pasuree Pananond | The Film Factory Ltd. | Editor |
This film is about “Mansuang” a man who bought the seal as a pet. The only reason that he decided to buy the seal is that he heard his friend said that “it’s a MUST HAVE item.” Living with the seal is uneasy and has high cost more than he can effort, but at the end of the day, people will realize that not only Mansuang but everyone has the seal in their different form. The seal has become something that helps people to be more aware when it comes to their spending and shopping habits.
Thai people’s bad financial habits actually stem from their deep-rooted beliefs in the idea of financial hedonism, that spending and consuming is self-rewarding, leading to real life’s happiness. As well as viewing their overspending habits as humorous, just like one of the famous Thai idioms - ‘what’s the point of buying this seal?’ A symbolic of Thais’ compulsive shopping habits that lead to significant debts and waste. Although, financial literacy is the concept that has long been attempted to be ingrained for Thais to adopt and applied for as long as one can remember. Though, it has never been successful since it has always been done in a very educational approach. When actually the real problem lies in the lack of motivation for action. The campaign is initiated to changing Thais’ beliefs through a thought-provoking idea around Thai people’s bad financial habit to create change.
Firstly, we started with the understanding on Thais perception and found out that most of Thai people perceive ‘Financial Literacy’ as a well-understood ‘Financial Knowledge’ e.g. money-saving, investment, financial planning, debt management, etc. However, they still have financial problems as reflected in online conversations and various statistics. From this point, we figured out that the biggest problem is not a lack of education, but a lack of motivation to take action instead. So, we explored the root cause of bad financial habits which is the financial hedonism; the misbelief that ‘spending money is happiness and self-rewarding’ makes them spend money irresponsibly on unnecessary things without thinking thoroughly. In order to create Financial Literacy among Thais, our biggest task is to tackle down this misbelief and provoke thought to spend responsibly to build a strong foundation of every good financial life.