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High Five: Thailand


With his fresh student-esque mindset, managing director at Digitas Thailand Paruj Daorai shares some of his favourite recent Thai projects

High Five: Thailand

Being the managing director of Digitas Thailand and the chief digital officer of Leo Burnett Group Thailand has never changed my obsession with creativity. My role now is a change agent who helps to transform creative output of the Leo Burnett Group and Publicis Groupe Thailand to become more digital and experiential. Though I have won multiple awards from Cannes Lions, Clio Awards, London International Awards, Epica Awards, Spikes Asia, Asia Pacific AdFest, and ADSTARS, I am still a first-year student when it comes to creative work. There are always new things to learn and new works to study and analyse. Here are some of the projects that I have personally liked lately...

Central Department Store - '#GuiltyFreeFestival'

Agency: Wolf Bangkok
Production: Factory01

A great campaign idea that was well executed. It tackled shopaholics’ insight that they just need excuses to buy things they already have, such as lipstick, a bluetooth speaker etc. The client and agency came up with packaging designs that renamed their products’ definitions into something new, so customers wouldn’t feel guilty about buying things they already own. A very fresh and fun idea for an idea-saturated category, indeed.

Central Group x The1 App. - 'The Intern'

Agency: Wunderman Thompson Bangkok

A very cute short film that encourages 19 million members nationwide to use The1 app and exercise their privileges. A well-crafted piece of film that is so entertaining that audiences will forget that it’s over six minutes long...

Netflix - 'The Billboard Remains'

Agency: Digitas Thailand

A daring campaign from Netflix Thailand to promote its original Thai series. The idea exploits people’s curiosity very well and it suits the 'film noir' genre of the series. 'Bangkok Breaking' became number one among Thai contents for Netflix Thailand during its release month.

GQ - 'Because of Your Sticky Balls'

Agency: In-house at GQ
Production: Phenomena
Director: Thanonchai Sornsrivichai

This was a whacky ad that got the whole country talked about. It pokes fun with things people are shy to discuss in a very funny yet quite classy way. It’s not easy to tell a straight forward truth about a great and innovative product and make it super entertaining.


Agency: Sour Bangkok
Production: Lemonz Bangkok x AWW Inc.

At the hype of metaverse, Katii is a virtual female influencer created to speak out against female stereotypes in Thailand. She’s a new generation Thai woman who is proud to be Thai. She also embraces her flaws. For a Southeast Asian country like Thailand, we need more female role models - both real and virtual - to speak out for women.

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Digitas APAC, Mon, 10 Jan 2022 11:20:06 GMT