MAEPRANOM

Short List
TitleMAEPRANOM
BrandPHIBOONCHAI MAEPRANOM THAI CHILI PASTE CO., LTD.
Product / ServiceMAEPRANOM CHILLI SAUCE
CategoryD04. Brand / Product Video
EntrantSOUR BANGKOK, THAILAND
Idea Creation SOUR BANGKOK, THAILAND
Media Placement SOUR BANGKOK, THAILAND
Production PHENOMENA Bangkok, THAILAND
Post Production MATAD Bangkok, THAILAND
Post Production 2 EDITUDE POST PRODUCTION Bangkok, THAILAND
Post Production 3 CINE SOUND STUDIO Bangkok, THAILAND

Credits

Name Company Position
Damisa Ongsiriwattana Sour Bangkok Executive Creative Director
Warunpon Trithepwijit Sour Bangkok Creative Director
Warangrat Rattanabumrung Sour Bangkok Creative Group Head
Sitta Chantarawong Sour Bangkok Art Director
Warisara Fungthawewong Sour Bangkok Art Director
Damisa Ongsiriwattana Sour Bangkok Art Director
Warunpon Trithepwijit Sour Bangkok Copywriter
Warangrat Rattanabumrung Sour Bangkok Copywriter
Kawinpob Panbanpeaw Sour Bangkok Copywriter
Pimmard Leenutaphong Sour Bangkok Managing Director
Somruetai Sanchayakorn Sour Bangkok Senior Account Manager
Napas Warasestasak Sour Bangkok Social Media Director
Tevit Phadungnanon Sour Bangkok Social Media Planner
Jiraphat Chaithongkham Sour Bangkok PR & Social Media Manager
Wuttipon Thanopajai Sour Bangkok Agency Producer
Thanonchai Sornsriwichai Phenomena Director
Apisit Mingsamoh Phenomena Assistant Director
Pronsuda Piyarattanapong Phenomena Producer
Sawanya Jitrarat Phenomena Post Producer
Nita Arunsiri Phenomena Production Manager
Manop Boonwipas Matad Editing House Editor
Akira Ngamphathipong Matad Editing House Assistant Editor
Sarayouth   Phuksawattanachai Edittide Post Production House Colorist
Parson Thirawat Edittide Post Production House Online Artist
Sakchai Kangvanprasert CineSound Sound Engineer
Terdsak Janpan Cinesound Music Composer

Background

The chilli sauce MaePranom (Mother “Pranom”) is the legendary brand that has been with Thai people, especially housewives, for 61 years. The brand wanted to connect with younger generation who seeks for convenient lifestyle by launching the new package, an instant Tube Sauce.

Describe the strategy

HOW THE CHILLI SAUCE HELPS SPICE UP MARRIED COUPLES FOR ALL NIGHT LONG.

Describe the execution

The idea demonstrated a moody relationship of marriage couples whose tiny problem has gone so big without good listening of each other. Directed by the most famous Thai Director, Thanonchai. The story is entertaining and filled with lots of unexpected twists until we know that there is MaePranom sauce in tube package to help solve the couple’s life issue.

List the results

After launch, the film was a big hit and create buzz with 4 million views in 2 days.

Links
Video URL