Title | BOSS COFFEE ALWAYS BESIDE YOU ( MOSQUITO) |
Brand | SUNTORY PEPSICO CO., LTD. |
Product / Service | BOSS COFFEE |
Category | B01. Consumer Goods |
Entrant | DENTSU ONE (BANGKOK) Bangkok, THAILAND |
Idea Creation | DENTSU ONE (BANGKOK) Bangkok, THAILAND |
Production | EARLY BIRD HOUSE Bangkok, THAILAND |
Post Production | EARLY BIRD HOUSE Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Singha Tintermsub | Dentsu One (Bangkok) Ltd. | Creative Director |
Arnupap Sathatinan | Dentsu One (Bangkok) Ltd. | Associated Creative Director |
Worachai Wongassaphaiboon | Dentsu One (Bangkok) Ltd. | Copywriter |
Nutkritta Lertpitiwatana | Dentsu One (Bangkok) Ltd. | Art Director |
Arnupap Sathatinan | Dentsu One (Bangkok) Ltd. | Art Director |
Singha Tintermsub | Dentsu One (Bangkok) Ltd. | Art Director |
Nabhassanan Natsirisirabhat | Dentsu One (Bangkok) Ltd. | Account Management Director |
Kavinthip Chaiteerakij | Dentsu One (Bangkok) Ltd. | Senior Account Manager |
Saisoi Snidvongs Na Ayudhya | Dentsu One (Bangkok) Ltd. | Strategic Planner |
Tanpisut Sophonratana | Dentsu One (Bangkok) Ltd. | Strategic Planner |
Vorawit Prakornkaew | Dentsu One (Bangkok) Ltd. | Agency Producer |
A STORY OF A SALEMAN THAT TRIES TO CONVINCE HIS CUSTOMER TO BUY A CONDOMINIUM PROJECT BUT A MOSQUITO COMES TO DISTRAPT HIS PRESENTATION AND MAKES HIM HIT A CONDOMINIUM MODEL WHICH ALMOST COLLAPED THAT MADE HIM FEEL BAD AND WANT SOMEONE TO BE BESIDE HIM. BOSS COFFEE COMES TO RESTORE HIS POSITIVITY. WHATEVER HAPPENS “IT’S OK YOU STILL HAVE BOSS” BOSS COFFEE ALWAYS BESIDES YOU. MAIN TALENT: YES, OUR BUILDING IS SO STORONG…AND STABLE VO / SUPER: IT’S OK. YOU STILL HAVE BOSS. VO: NO.1 RTD COFEE IN JAPAN, AROMATIC SMOOTH AND WELL-ROUNDED TASTE VO / SUPER: BOSS COFFEE ALWAYS BESIDES YOU
THAI RTD COFFEE MARKET WAS DOMINATED BY A BIG ESTABLISHED BRAND CALLED BIRDY. SINCE ITS LAUNCH IN 1993, BIRDY WAS BUILDING A CONTEXT THAT RTD COFFEE IS FOR BLUE WORK’S INSTANT ENERGY BOOST. THE CHALLENGE WAS TO FIND AN OPPORTUNITY FOR THE NEW BRAND BOSS COFFEE BY CREATING AWARENESS, CREDIBILITY, AND UNIQUE POSITION IN THE THAI RTD COFFEE MARKET. THE STRATEGY WAS TO POSITION BOSS COFFEE AS A MODERN WORKER’S BUDDY WHO UNDERSTANDS THEM AND HELPS RESTORE POSITIVITY. THAI PEOPLE WHO LIVE IN THE LAND OF SMILE HAS POSITIVE VIBES AS A CULTURAL MINDSET. HOWEVER, THERE ARE MANY OBSTACLES AND DISRUPTIONS IN TODAY’S WORKING LIFE THAT DISTRAPT MODERN WORKS TO LOSE POSITIVITY. WE CAPTURED A WORKING LIFE MOEMNT DISRUPTED BY MOSQUITO. THAILAND HAS A HUMID CLIMATE, AS A RESULT, MOSQUITOES ARE AROUND AND ACTIVE IN THAILAND ALL YEAR LONG. MANY DISRUPTIONS AT WORK ARE CAUSED BY MOSQUITOES.