Cultural/Context information for the jury

Lineman is a food delivery service linked to the most popular Instant Messaging app in Thailand called “Line”. Because it is a service of an Instant Messaging app and not a dedicated food delivery app, not many consumers realised the sheer variety of restaurants and street food stalls available. Our intent was to change this perception. Lineman specifically targeted consumers who lived a busy, modern lifestyle with disposable income and didn’t want to cook for themselves. This included single parents, people who lived in city centre condominiums and office workers. The Creative Idea is extremely clear and simple to highlight the fact that there’s no longer a reason to face Bangkok’s notorious traffic jam to find food. Instead, your favourite dishes will come directly to you.