Write a short summary of what happens in the film

While ‘ใส่ให้เต็มที่ (Sai-hai-tem-tee)’ means to give it your all or to try your best against all obstacles, it also means to use the shoes without hold-back as well. Therefore, this double meaning- quote has a powerful impact on Thai youngsters. This film talks to major high school norm, whose struggle finding their places in high school society, encouraging them to continue doing what they love. Though it might not be going well right now, a different person takes different time to grow. Their time will come someday.

Cultural/Context information for the jury

In Thailand, 95 percent of students are restricted to wear school uniform every school day, which including uniform shoes. Also, It’s a fixed-seat system in a Thai school. Everyone sits in their regular seat every day. Imagine a seat in the classroom is a student’s skill scale. At one end, students who sit in front of the class are known for their intelligence. Another end, ones who sit in the back are known for their social skill and popularity. However, ones who sit in the middle of the class, the majority of kids in school from research result, are the most struggle kids. Although they try their best, they are not best at anything (average sport skill, medium intelligent.) This film speaks to these normal ones who never stand out. Encouraging them to keep pursuing what they love because we all grow at different paces.

Please tell us about the brand in relation to the locality or market where the product/service is distributed

Nanyang is founded in 1953, known as student shoe legend for generations. High school students, from Gen X to Gen Y, felt that wearing Nanyang was cool. According to research, however, today’s kids don’t feel the same way. Although children are not allowed to wear other shoes to school, their interest is shifting towards fashion shoe brands. Nanyang’s design and price positioning alone are unable to make the brand relevant to youngster anymore. This film aims to refresh this legendary brand, bringing it back to this generation’s interest. That is finding emotional insight to create a bond between Nanyang and the youngsters.