Title | QUALITY TIME |
Brand | CPF |
Product / Service | FIVE STAR CHICKEN |
Category | B04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Entrant | RABBIT DIGITAL GROUP Bangkok, THAILAND |
Idea Creation | RABBIT DIGITAL GROUP Bangkok, THAILAND |
Production | SUNETA HOUSE Bangkok, THAILAND |
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 |
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”.
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.