SANGSOM BUCKET FOR 1 NATION

TitleSANGSOM BUCKET FOR 1 NATION
BrandTHAI BEVERAGE CO., LTD.
Product / ServiceSANGSOM
CategoryA01. Fiction & Non-Fiction Film: Up to 5 minutes
EntrantSOUR BANGKOK, THAILAND
Idea Creation SOUR BANGKOK, THAILAND
Media Placement SOUR BANGKOK, THAILAND
PR SOUR BANGKOK, THAILAND
Production PHENOMENA CO. Bangkok, THAILAND
Post Production MELLOW TUNES Bangkok, THAILAND
Post Production 2 KHOMDEE Khet Huai Khwang, THAILAND

Credits

Name Company Position
Sitta Chantarawong Sour Bangkok Creative
Pimmard Leenutaphong Sour Bangkok AE
Damisa Ongsiriwattana Sour Bangkok Creative
Damisa Ongsiriwattana Sour Bangkok Creative
Gunwara Osathanond SOUR Bangkok Media
Panicha Prasitanond Sour Bangkok Media
Warangrat Rattanabumrung Sour Bangkok Creative
Warangrat Rattanabumrung Sour Bangkok Creative
Kusuma Ruchakityanon Sour Bangkok Creative
Kusuma Ruchakityanon Sour Bangkok Creative
Somruetai Sanchayakorn Sour Bangkok AE
Sucheewa Sukchairungsan Sour Bangkok AE
Wuttipon Thanopajai Sour Bangkok Producer
Napas Warasestasak Sour Bangkok Media
RONG SORALAMP Phenomena Production
KITSIRI KARUNANON Phenomena Production
TEETAWAT TAIFAYONGVIJIT Phenomena Production
YANISA NGAMARUNSUK Phenomena Producerction ction
NIPAPORN HORPISUT Phenomena Production
NIPAPORN HORPISUT Phenomena Production
ATTHAPON KAKKAEW Phenomena Production
SAORAYA TANATAYANUN Phenomena Production
DUANGKAMOL VIMOL Phenomena Production
WANLAPA THONGROD Phenomena Production
CHANINART SANGRAWEE Phenomena Production
Artit Vongmetta Mellow Tunes Production
Supavit Kumkoon Mellow Tune Production
Siwat Homkham Mellowtune Production
Pokpong Jitdee Mellowtune Production
Siyapat Photibusayawat Mellowtune Production
Narin Bovornrattanapran Mini P Production
Kriangsak Leelasermboom Mini P Production
Roungrote Rotepratak Mini P Production
Thanachcha Doungmaan Mini P Production
Duriyin Nadesuwan Khomdee Production
Wongsakorn Klummanee Khomdee Production
Dech Panprasert Khomdee Production
Noppadon Rawangyot Khomdee Production

Why is this work relevant for Entertainment?

SangSom Encourages Thais not be divided except by their “Bucket for 1” The humorous film encourages Thais not to share their drinking bucket but still open up to each other at the party due to Covid-19 situation.

Background

In Thai culture, people love to share drinks from the same bucket to show how close they are as friends. SangSom Thai rum brand wants to create a new drinking experience that is ‘safe’ for the party animals during Covid-19. Thus, we design the ‘Bucket For 1’, a new drinking bucket that prevents the sharing drink behavior which always ends up in the bucket all mixing and drinking from others’ bucket by mistake. The Bucket For 1 is able to separate drinking from their own bucket with special ‘Name Lock’ design for the bucket owner to mark their initial from A-Z, stopping others from drinking from the wrong bucket. As the Covid-19 protocol stresses out everyone already, we would like to lighten things up by launching a film that not only saves Thai people, but also entertains them.

Describe the creative idea

SangSom Encourages Thais not be divided except by their “Bucket for 1” The humorous film encourages Thais not to share their drinking bucket but still open up to each other at the party due to Covid-19 situation.

Describe the strategy

The film promotes ‘SangSom Bucket For 1’ through the humorous story about the name on the bucket VS. the real name the partygoers are ashamed to use, which demonstrates the function of the new design ‘Bucket For 1’ along the way.

Describe the execution

At the new normal party during Covid-19, a group of friends are using ‘Bucket for 1’ separately. While they are turning the lid to lock their initial, they find out that 3 of them have the same initial ‘A’ on the lid. In the end, they have to learn to open up and reveal their real ‘Local Name’ to lock their bucket, save everyone but get to know each other more. When the world wants to seperate us, the separating ‘Bucket For 1’ brings us closer, not literally.

Describe the outcome

- 18 M Views - 12 M Engagement - 3 M USD Earned Media - 10,000+ SOLD OUT Extra Pre-Order Increases Production - ‘Bucket For 1’ becomes Iconic Covid-19 Party Item - 24% Increased Brand Visibility Consumers even use with our competitors drinks - 200,000 Views from Social Media Parody Clips (Tiktok / Youtube / Facebook) - 200% Increased Resale Price - Top Search in E-Commerce