Gold
TV & Cinema
Consumer Campaign
| Entrant: | The Leo Burnett Group Thailand, Bangkok |
| Brand: | Krungsri First Choice - What The Fast! |
| Title(s): | "Girlfriend", "Daughter", "Boss" |
| Corporate Name of Client: | Krungsri First Choice |
| Client Companies: | Ayudhya Capital Services Co., Ltd., Bangkok |
| Client Head of Brand Marketing: | Atthasit Phaothanyalak |
| Agency: | The Leo Burnett Group Thailand, Bangkok |
| Agency Chief Executive Officer: | Thipayachand Hasdin |
| Chief Creative Officer: | Prasert Vijitpawan |
| Executive Creative Director: | Thiti Boonkerd |
| Group Creative Director: | Theetasak Dangrojana |
| Senior Copywriters: | Norawit Saratsamith/Shanya Jiwachotkamjorn/Prasert Vijitpawan/Thiti Boonkerd |
| Agency Producer: | Rungrudee Chinpratan |
| Agency Group Account Director: | Pattra Ketsamathi |
| Agency Senior Account Director: | Rathawan Sukanake |
| Agency Account Manager: | Naphasorn Prachammuang |
| Agency Planning Director: | Doungjai Sawasdee Moyon |
| Agency Planner: | Puree Preyaprawat |
| Production Company: | FACTORY O1 Co., Bangkok |
| Production Managing Director: | Wuthisak Anarnkaporn |
| Director: | Wuthisak Anarnkaporn |
| 1st AD: | Mattanee Uajarernsup |
| 2nd AD: | Chaninart Chuehom |
| Executive Producer: | Rungtawan Nanthasaen |
| Producer: | Wipawee Khirirat |
| Director of Photography: | Kritsada Nakagate |
| Cinematographer: | Power Kuan |
| Production Designer: | Danupon Khumpun |
| Production Project Manager: | Boonsita Limprasert |
| Production Assistants: | Tasanapong Kittikhun/Nattapat Promchuay/Udom Pinthong/Thida Rosthip/Kanokporn Rabiebnaveenurak |
| Post-Producers: | Colin Foo/Randall Lee/Prapa Suthirawatthananon |
| Editor: | Jirawat Jirawangso |
| Editorial Producer: | Wipawee Khirirat |
| Colorist: | Natnicha Suwanprapa |
| Recording Studio Producer: | Waigoon Laopipatpinyo |
| Sound Engineer: | Artit Vongmetta |
| Audio Engineer: | Nithit Wongwattanasil |
| Music Producer: | Nattakarn Boonthanom |
| Casting Agent: | Pornthip Muttisom |
Description:
First Choice Cash and Credit Card needs to gain new users from the existing pool of customers in the market. This year, they want to promote the 'Fastest Approval' features, which they are the leader in the market right now.
Idea : The film starts with a scene where audiences see a quick application approval from someone's First Choice app. Then the film continues by capturing the feeling of 'Fast approval' by telling a metaphorical story of how 'approval scenarios' in lives would it be, if they were as fast as First Choice's approval.
The scenarios includes: making up with a girlfriend, asking your dad to spend a night with a boyfriend, and confess to a boss. Normally, these are long, complex scenarios for anyone to get an 'approval'.
But the twist in the film is they are shown as fast, and simple conversations, just like talking while riding motorcycles past each other.