GIRL FROM NOWHERE

TitleGIRL FROM NOWHERE
BrandGMM GRAMMY
Product / ServiceSERIES
EntrantSOUR BANGKOK, THAILAND
Idea Creation SOUR BANGKOK, THAILAND
Production JUNGKA BANGKOK CO., LTD., THAILAND
Production 2 FOOLHOUSE PRODUCTION Bangkok, THAILAND
Production 3 WHITELIGHT POST Bangkok, THAILAND
Production 4 ZE’-ALOTS BOUTIQUE POST Bangkok, THAILAND
Production 5 MELLOW TUNES Bangkok, THAILAND
Additional Company SKYTONE Bangkok, THAILAND

Credits

Name Company Position
Damisa Ongsiriwattana SOUR Bangkok Executive Creative Director
Warunpon Trithepwijit SOUR Bangkok Creative Director
Nopparath Eksuwancharoen SOUR Bangkok Associate Creative Director
Warangrat Rattanabumrung SOUR Bangkok Creative Group Head
Rujrada Rienvatana SOUR Bangkok Copywriter
Sutinee Satesawan SOUR Bangkok Art Director
Pimmard Leenutaphong SOUR Bangkok Managing Director
Natthanan Phoosakul SOUR Bangkok Account Executive
Suparat Satesawan SOUR Bangkok Agency Producer
Wuttipon Thanopajai SOUR Bangkok Agency Producer
Sittisiri Mongkolsiri Jungka Bangkok Director
Pairach Khumwan Jungka Bangkok Director
khomkrit Treewimol Jungka Bangkok Director
Siwawut Sewatanon Jungka Bangkok Director
Varayu Rukskul Jungka Bangkok Director
Chaianan Soijumpa Jungka Bangkok Director
T-thawat Taifayongvichit Jungka Bangkok Director
Apiwat Supateerapong Jungka Bangkok Director
Jatuphong Rungrueangdechaphat Jungka Bangkok Director
Pete Smithsuth Jungka Bangkok Cinematographer
Pramett Chankrasae Jungka Bangkok Cinematographer
Usa Manitanon Jungka Bangkok Cinematographer
Yossawat Sittiwong Jungka Bangkok Cinematographer
Natdanai Naksuwan Jungka Bangkok Cinematographer
Phawit Citrakorn GMM Grammy Executive Producer
Nuttacha Khajornkaitsakul Whitelight Colorist
Thamon Ongintasiri Jungka Bangkok Visual Effect
Pitak Seebanyen Jungka Bangkok Visual Effect
Kritthum Kawjang Skytone Music
Kongdej Jaturanrasamee Jungka Bangkok screenplay
Nalina Chayasombat Jungka Bangkok Producer

Why is this work relevant for Integrated?

The nation’s first creative agency for women powered by GMM Grammy, the largest entertainment in Thailand cooperation with NETFLIX, takes the new role of advertising agency as a creator to create entertainment series branding on WOMEN.

Background

GMM Grammy, the largest entertainment company in Thailand, owns TV channel, TV program and Music platform lost the connection with the most promising target segment “young women”. Most of the shows are remake melodrama series that women in this generation don’t feel connect any more. To build a strong bond with the target, instead of buying entertainment IP and agency role is just a content promotor we need to create an insightful content truly made for women.

Describe the creative idea

“Girl From Nowhere The Series” The series that women nationwide talk about. The first long-form 13-episode insightful series created by an agency for women to empower women. Inspired by 13 true incidents where schoolgirls have been victimised. Their stories retold. Each episode, we inspire the idea of reversing the destiny from victim to victor by a girl names “Nanno”. She will take audiences on an extraordinary tale of revenge. When the new episode begins, “Nanno” will always reappear as a new student in the new schools. This mysterious-fantasy flavor gives women nationwide a taste of satisfaction. It was the first entertainment series powered by women to empower women. We believe victim is not women destiny. The series created incredible social impact.

Describe the strategy

While advertising industry around the world has been disrupted, we created a new business model by turning ourselves, ‘the creative agency for women’, into an insightful content creator. Co-owned intellectual property (IP) by client and agency, we produced the first along-form 13-episode series truly made for women and sold it to Netfilx as an Original Series airing worldwide.

Describe the execution

1 Girls, 13 experiences, 13 schools, 13 episodes. In each episode, the girl will take audiences on an extraordinary tale of revenge. And she will always reappear in different schools when the new episode begins. A mysterious fantasy flavour gives women nationwide a taste of satisfaction. The first entertainment series powered by women to empower women. We believe victim is not women destiny.

List the results

•The rating of GFNW The Series became no.1 and reached the highest ranked at the same period of GMM25. •The Season 2 was in demanding of the audience • The Series” became no.1 hashtag on twitter every week. •FB fanpage dramatically increased to 162,127 follows within 3 months and reached more than 25,709,753 with 4,414,734 engagement. •The signature shot of dancing and laughing becames loads of memes on social media. The content was generated by not only consumers but also fmcg brands real-time to sell the product •There was conversation in the community talking about the series, discussing issues, sharing their point of view, sharing their experience of bullying and supporting others •Celebrities in various groups shared and talked about the series e.g. BNK48 and many more. •Earned PR value for more than USD 3.4 millions. •Gold in London International Awards, Gold Effectiveness in Asia Pacific Advertising Festival (Adfest) 2019

Links

Website URL