Title | BOSS COFFEE ALWAYS BESIDE YOU (WORK FROM HOME) |
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 WOMAN WORKER IN COVID SITUATION WHO HAS TO WORK AT HOME. DURING THE ONLINE MEETING SHE WAS DOING HER MAKE UPS BUT SUDDENLY HER ELBOW HITS A MOUSE UNINTENTIONALLY. HER CAMERA OPENED AND EVERYONE SAW HER DOING MAKE UP WITH AN UGLY FACE. WHEN SHE REALISED IT WAS TOO LATE THAT MADE HER FEEL VERY AWKWARD AND WANT SOMEONE TO BE BESIDE HER. BOSS COFFEE COMES TO HEAL HER UP. WHATEVER HAPPENS “IT’S OK YOU STILL HAVE BOSS” BOSS COFFEE ALWAYS BESIDES YOU CHEERING HER UP AND LET HER CONTINUE A MEETING AGAIN CO-WORKER: HEY! YOUR CAMERA MAIN LADY: OH MY GOD!!! VO / SUPER: IT’S OK. YOU STILL HAVE BOSS VO: NO.1 RTD COFEE IN JAPAN, AROMATIC SMOOTH AND WELL-ROUNDED TASTE MAIN LADY: I’M READY FOR WORK 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 HELP 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 DURING WORK FROM HOME. THE NEW WORKING LIFESTYLE HAS BROUGHT A NEW TROUBLE MOMENT THAT MAKE OUR TARGET LOSE BALANCE AND POSITIVITY.