THE TRAINEE

TitleTHE TRAINEE
BrandTHE 1 CENTRAL LIMITED
Product / ServiceTHE 1 APP
CategoryA02. Fiction & Non-Fiction Film: 5-30 minutes
EntrantWUNDERMAN THOMPSON Bangkok, THAILAND
Idea Creation WUNDERMAN THOMPSON Bangkok, THAILAND
Production SUNETA HOUSE Bangkok, THAILAND

Credits

Name Company Position
Park Wannasiri Wunderman Thompson chief creative officer
Park Wannasiri Wunderman Thompson Chief Creative Officer
Thasorn Boonyanate Wunderman Thompson Executive Creative Director
Jiradej Penglengpol Wunderman Thompson Thailand creative director
Natthaphol Hirunlikid Wunderman Thompson Thailand Art Director
Danai Apiwatmongkol Wunderman Thompson Associate Creative Director
Sirikorn Rungrueangdechaphat Wunderman Thompson Thailand Copywriter
Supalerk Silarangsri Wunderman Thompson Copywriter
Panupong Putong Wunderman Thompson Art Director
Sirikorn Rungrueangdechaphat Wunderman Thompson Thailand Copywriter
Nonthapat Cholavit Wunderman Thompson Creative
Supannapa Traitonwong Wunderman Thompson Managing Partner
Nutthapong Wannakovit Wunderman Thompson Client Service Director
Kasidit Khantee Wunderman Thompson Group Account Director
Kewalee Charoenjit Wunderman Thompson Account Manager
Supitcha Ploenchit Wunderman Thompson Account Executive
Pichamon Karnchanaphoosakit Wunderman Thompson Senior Strategic Planner
Siwakorn Seetaraso Wunderman Thompson Strategic Planner
Kanokwan Kaewkern Wunderman Thompson Project Manager
Kanokwan Kaewkern Wunderman Thompson Project Manager
Supatra Assawateppitak Wunderman Thompson Producer
Teerapol Suneta Suneta House Director
Chalongwut Chorruangsak Suneta House Director Of Photography
Phongthep Phusawang Suneta House Gaffer
Chanapa Ployarunrung Suneta House Producer
Warawan Laksanarom Suneta House Production Manager
Sarawut Kaweethammawong Suneta House Editor

Why is this work relevant for Entertainment?

As an industry, we are not merely in competition with other ads or even with other advertisers. We are in competition with culture. Moreover, In order to advertise in the midst of the pandemic's stress and tension, we must produce something entertaining that is more than just an advertisement film. From the script to the film technique itself, every aspect of The Trainee was used to create a piece of entertainment, not just advertising film. We used a unique and culturally relevant Wes Anderson-style art direction and blended each product key messages and entertaining storyline as one.

Background

The 1 is a department store membership program with which members can redeem points for various privileges. Now, the program is also available online through The 1 App, which allows easy access to even more members’ rewards and offers. However, despite having 19 million members, only 2 million of them are active users. The rest are unaware of the huge loss of exclusive privileges they’re missing out on the new app. We need to introduce The 1 App and establish its branding.

Describe the creative idea

Last year, only 2 million of 19 million The 1 members redeemed their privileges. To remind non-active users just how many privileges they stand to gain – and lose – on The 1’s new online app, The 1 launched an online short film about a lost-and-found department where millions of forfeited privileges were left unredeemed. The story follows a new trainee who is assigned to inform The 1 members about their lost privileges while introducing The 1 App and its features. Can the trainee hold true to his oath even while getting shunned and mistreated?

Describe the strategy

The 1 has more than 19M+ members, but only 2M are active users. People don't care about their membership and don't download the app because they are unaware of their privilege and its benefits. In order to communicate those things in the midst of the pandemic's stress and tension, we must produce something entertaining that is more than just an advertisement film. To introduce The 1's privileges, we chose to merge each key message with a storyline and communicate it through an entertaining element, which led to the idea of the Lost & Found Department. To establish its branding and differentiate The 1 from other membership platforms, we chose Wes Anderson-style art direction over digital and technological visuals like other apps.

Describe the execution

From the script to the film technique itself, every aspect of the film was used to create a piece of entertainment, not just advertising film. Instead of using digital and CG visuals as other membership apps, we meticulously crafted every scene with Wes Anderson-like art direction. We even use 4:3 ratio to make the visual distinctive. The entertaining storyline and The 1's key messages were blended as one, unlike an advertisement film, which separates the fun part to hook the audience then another boring half that shows product demos or key messages.

Describe the outcome

Within 1 month App Download +95% Monthly Active User +41% An all-time high for The 1 App