Why is this work relevant for Direct?

Due to COVID-19 outbreak situation worldwide causing lock down to almost every industry. “SangSom”,Thai rum brand, with long history in supporting Thai artists, we wanted to help artists get through these tough times. We found that during lockdown, at home alcohol consumption has increased. So we decided to hijack these at home drinking moments, with something that everyone loves ‘A Drinking Card Game’.

Background

Due to the COVID-19 outbreak situation worldwide causing lock down to almost every industry. Many Thai artists suffer from canceled exhibitions, closed weekend markets and loss of commission.

Describe the creative idea (30% of vote)

A DRINKING CARD GAME BY SANGSOM THAI RUM BRAND, SUPPORTS THAI ARTISTS DURING COVID-19 PANDEMIC.

Describe the strategy (20% of vote)

“SangSom”, one of the most famous Thai rum brand has a long history in supporting Thai artists, who are the subculture of the brand. Naturally, we wanted to help artists get through these tough times. We found that during lockdown, at home alcohol consumption has increased. So we decided to hijack these at home drinking moments, with something that everyone loves ‘A Drinking Card Game’.

Describe the execution (20% of vote)

“THE PORTFUNLIO” A matching art game that matches more than cards. It matches artists with brands. In this special edition, each matching pair of cards feature the work of a Thai artist along with each artist’s name and contact info. The artworks were selected from more than 800 submissions. We distributed the artists ‘Portfunlio’ to owners and marketers of companies that could put their beautiful work to use in business like fashion, cafes, restaurants, hotels, spas and beauty clinics, event advertising agencies and more. The campaign success reflects that special edition cards game is a stress relief tool and its connection among art lovers during these difficult times with art preferably over a glass of SangSom.

List the results (30% of vote)

• Artwork submissions from over 700 artists in 2 week. • 2,000 Special Edition Cards were swiftly full reserved in 55 seconds. • Branded art community FB Group Growth 500% in 1 week. • Earned Media and PR valued 212,000 USD. • More than 500 DMs from Yong Artists showing appreciation over the campaign.