Write a short summary of what happens in the film

By swapping the heads of the main characters, this film shows the twisted, surrealistic world where millennials (Gen Ys) posses more power over their previous generations to demonstrate how their ‘new’ ways of attacking problems counter the older generation’s ’traditional’ methods in familiar scenarios.

Cultural/Context information for the jury

Just like other Gen Y (millennials) around the world, Thai Gen Y also believe in difference and individualism. But in Thai culture where elder rules over the young, they are often limited by stereotypes from older generations for their different living solutions.

Please tell us about the challenger brand and how your campaign challenged/was different from your competitors

TMRW is the first fully digital bank in Thailand providing mobile only banking services targeted exclusively at millennials (aka Gen Y). To first launch this brand in red ocean market where consumers are overwhelmed with many local brands’ communications, we need to state our brand purpose clearly to differentiate ourselves.