Title | IF TOMORROW GEN Y RULES |
Brand | TMRW BY UOB |
Product / Service | TMRW |
Category | E03. Single Market Campaign |
Entrant | RABBIT'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 |
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 |
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.
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.
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.