Write a short summary of what happens in the film

The film follows a man in situations of phishing, vishing and smishing, and almost gets scammed with his Guard broken, fallen or running away. Luckily he always gets his Guard back in time.

Cultural/Context information for the jury

Thailand is the world’s most heavily buddhist country. Thai people believe that the mind / soul leads the body. Therefore, when the mind is not in its right state, it will lead to wrong actions of the body. To act right and to make sure that nothing goes wrong, Thai people often ‘talk’ to their minds, to ensure that mind and body always work as one.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

The Thai word “Sati” literally means consciousness / mind. In Thai culture, it is a common belief passed down from generations that the most important factor in making right decisions in life is to have “Sati” at all times. This consciousness will ensure that a person never strays from the right path. There are many phrases related to the word “Sati”, such as “Sati-taek” (mind is broken), “Sati-lut” (mind flew away), “Riak-satit” (get your mind back) etc. All emphasise the importance of keeping your mind in the right state. We took this insight and personified the “Satit”/consciousness, and made it entertaining so the message is memorable.