JUST ME

Short List
TitleJUST ME
BrandCUTE PRESS
Product / ServicePERFUME
CategoryD04. Brand / Product Video
EntrantSOUR BANGKOK, THAILAND
Idea Creation SOUR BANGKOK, THAILAND
Production FACTORY01 Bangkok, THAILAND
Production 2 ONE COOL SOUND STUDIO Bangkok, THAILAND

Credits

Name Company Position
Damisa Ongsiriwattana SOUR Bangkok Executive Creative Director
Warunpon Trithepwijit SOUR Bangkok Creative Director
Sutinee Satesawan SOUR Bangkok Art Director
Peerachet Prasantkaew SOUR Bangkok Art Director
Pimmard Leenutaphong SOUR Bangkok Managing Director
Phakwan Somboonphon SOUR Bangkok Account Executive
Wuttipon Thanopajai SOUR Bangkok Agency Producer
Wuthisak Anarnkaporn Factory01 Director
Rewat Worarat Factory01 Executive Producer
Rungtawan Nanthasaen Factory01 Producer
Chankit Chamnivikaipong Factory01 Director Of Photography
Paritsakorn Boonlaing Factory01 2nd Camera
Wityawat Lakam Factory01 Assistant Director
Mattanee Uajarernsup Factory01 Assistant Director
Sasipenpat Sataman Factory01 Assistant Director
Yanathip Monthonbundit Factory01 Assistant Producer
CAI LIAN JIE Factory01 Production Designer
Tunyod Kulviroj Factory01 Location Manager
Prangtip Meedet Factory01 Stylist
Pornthip Muttisom Factory01 Casting
Apichaya Yueprayong Factory01 Post Producer
Sippanart Olarnsaritkul Factory01 Editor
ARTHUR LAM Factory01 Colorist
Korkiat Chartprasert Factory01 Music Composer
Nopphalux Kosakorn Factory01 Sound Engineer

Background

To launch the new perfume “Just Me” Collection, the brand wants to empower women in the way that Thai people always love, the entertaining stories.

Describe the creative idea

Rewrite fairy tales To empower women in this modern world, the brand creates “Rewrite your own Fairy Tales” movement, aiming to anti-stereotype of perfume advertisement category. We portrait the new modern princess with a confident attitude. The princess that will not be defined by men but the story in which women are standing up for herself and create her own fairy tale. How entertaining if Cinderella rejects the glass slippers if she think her other shoe fit her better. Or the Snow White chooses to eat hamburger rather than the apple and not ends up as sleeping beauty. Thai women just incredibly love it. Moreover, women share their own fairy tale version on social media, the community of modern princess was born.

Describe the strategy

‘Anti-stereotype of perfume advertisement category.’ Thai women are all grow up with western fairy tales where princess has to be weak and waiting for the prince riding the white horse to rescue her. Even when we grow up, the idea of the fairy tale has embedded into our mind that it has framed our thinking. Meanwhile, Thai perfume commercials manipulate women image to be charismatic to the men. Thus, Cute Press aiming is to accomplish differently, Women Empowerment.

Describe the execution

We portrait the new modern princess with a confident attitude. The princess that will not be defined by men but the story in which women are standing up for herself and create her own fairy tale.

List the results

The campaign immediately spread on Asian market especially in China. The video has garnered over 32 Millions combined views globally from YouTube and Weibo. Sales reflect the impact 42% incremental online and offline store in 1st week after video launched. All social comments on the campaign have been positive and helps 17% increased in Facebook Fan Followers. Women love and share their own fairy tale version on social media, the community of modern princess was born. https://m.weibo.cn/status/4391018353073577#attitude https://www.youtube.com/watch?v=St0NI0JHf00 https://www.youtube.com/watch?v=Tz6nVKnXxtQ https://www.youtube.com/watch?v=52qJkX2lv8U

Links
Video URL