IF TOMORROW GEN Y RULES

Short List
TitleIF TOMORROW GEN Y RULES
BrandTMRW BY UOB
Product / ServiceTMRW
CategoryE03. Single Market Campaign
EntrantRABBIT'S TALE Bangkok, THAILAND
Idea Creation RABBIT'S TALE Bangkok, THAILAND
Media Placement RABBIT'S TALE Bangkok, THAILAND
Production FACTORY01 Bangkok, THAILAND
Additional Company TMRW BY UOB Bangkok, THAILAND

Credits

Name Company Position
Noranit Yasopa Rabbit Digital Group Executive Creative Director
Papop Chaowanapreecha Rabbit Digital Group Creative Director
Kanon Umpornsirirat Rabbit Digital Group Creative Group Head
Kamolwan Nophaket Rabbit Digital Group Creative Group Head
Thanan Srisukh Rabbit Digital Group Creative Group Head
Kanitkorn Srimakorn Rabbit Digital Group Copywriter
Suphakorn Gongreadsin Rabbit Digital Group Art Director
Kornchanok Khuntiphuntukul Rabbit Digital Group Copywriter
Rapas Chamnanratanakul Rabbit Digital Group Art Director
Kajohnchai Rodklongtan Rabbit Digital Group Senior Art Director
Nalin Viroonhatham Rabbit Digital Group Art Director
Sarin Ittinuntaweerachai Rabbit Digital Group Senior Project Manager

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 how you designed/adapted your campaign for the single country / region / market where it aired.

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. According to the local insight, Thai Gen Y see ‘generation gap’ as their biggest barrier with seniority lays deep in the culture. Being forced to obey their elder’s teaching, they are struggle to pursue their own ways of life. To connect with Thai Gen Y, we launch by stating the brand’s purpose that empowers our target: different generation needs different solution.

Links

Video URL