Grey Thailand Refreshes 141-year-old Thailand Post with a Humanised Story and a Minimalistic Visual
Amidst fierce competition, the state-owned Thailand Post has brought the digital transformation strategy to life, shifting its role and vision from a postal service provider to an ‘information logistics’ company. They also turned their 141 years of operational experience and their ‘last mile asset’ assisted by 20,000 postmen and up-to-date logistic data into their new competitive edge.
Grey Thailand adopts a humanising approach, using ‘storytelling in a presentation’ to explain the brand transformation. Through a 3-minute online film titled ‘You’re My Destin(y)ation’, the visual metaphors and a newly-composed song are inspired by a true story that depicts the success of a young man who accidentally found a new opportunity through a parcel shipped from his grandfather.
The miniature Bonsai in the parcel represents a new beginning and the service provided. The tree’s ‘growing moment’ was put into the story’s core concept to symbolise Thailand Post, whose duty goes beyond parcel delivery to the destination and a deeper role in customer success.
Apart from the warm-hearted story, the campaign’s key visual was recently overhauled towards a minimalistic design. It has shifted from animated figures against a red backdrop to now highlighting the message of relationships. For instance, a wide-angle ground with a clear sky symbolises a brighter future. Colours like green and blue foster a calm, peaceful ambience, enabling consumers to feel more relaxed, empowered and emotionally tied to the brand.
“For a complex topic, visual metaphors can be a powerful tool to help convey complicated ideas in a more relatable way. At the same time, key visuals can also be effective with minimalistic design to simplify human recognition in a too-much-information world,” said creative director Thanyaluck Pongacha.
