QUALITY TIME

TitleQUALITY TIME
BrandCPF
Product / ServiceFIVE STAR CHICKEN
CategoryB04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantRABBIT DIGITAL GROUP Bangkok, THAILAND
Idea Creation RABBIT DIGITAL GROUP Bangkok, THAILAND
Production SUNETA HOUSE Bangkok, THAILAND

Credits

Name Company Position
Sunard Thanasanakson Rabbit's Tale CEO
Noranit Yasopa Rabbit's Tale Chief Creative Officer
Arm Buddhaphol Rabbit's Tale Creative Director
Valunch Charoensombut-Amorn Rabbit's Tale Creative Group Head
Chawanwat Muakkaew Rabbit's Tale Copywriter
Sutthiporn Thansuwa Rabbit's Tale Copywriter
Sarin Ittinuntaweerachai Rabbit's Tale Senior Project Manager
Kathleen Wongsanganan Rabbit's Tale Client Service Director
Nuttarine Lekcharoenvong Rabbit's Tale Group Account Director
Pholkrit Pholphathathana Rabbit's Tale Account Director
Teerapol Suneta Suneta Director
Chanapa Ployarunrung Suneta Producer

Write a short summary of what happens in the film

Since cities are no longer on locked down. Our protagonist take this opportunity to go to the country side visiting his family for full 3 days. During a meal time, instead of focusing on his mother, he choose to play on his phone. All of the sudden, his conscious came into play. Asking him questions and reminding him whether he is really spending time with his love one to the fullest? And as his conscious took him on a journey. He realize that 3 days / 72 hours per year with his mother was in fact, boils down to a couple of quality hours which only happens during meal time. So how many days, hours, meals, will he have left to spend with his mother? Realizing this, he is now commit to make the time he has with his mother as quality as possible. Because “a quality meal takes time”.

Cultural / Context information for the jury

Five Star chicken is a Thai food brand with 36 years of heritage which every Thai are familiar with as the food that always brings back memories. Now that the pandemic situations are under control. Cities are no longer locked down. And all the national holidays which were postponed due to COVID-19 are now resuming. Thais are eager to leave Bangkok and go back home to their families whom they have not seen in months. As it is our tradition to bring back tasty food for our relatives. But a special occasion meal isn't limited to a specific dish for Thais. To put in perspective, imagine a thanksgiving where anything goes, because it doesn’t have to be turkey. Five Star chicken will use upcoming holidays as an opportunity to be the go-to food Thais choose to bring back home.

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