Media: TV
Category: Drinks, alcoholic
Client: SangSom
Agency: Sour, Bangkok
Country: Thailand
Executive Creative Director: Damisa Ongsiriwattana
Creative Director: Warunpon Trithepwijit
Art Director: Sutinee Satesawan
Copywriter: warangrat rattanabumrung
Copywriter: Rujrada Rienvatana
Producer: Suparat Satesawan
Creative Group Head: Nopparath Eksuwancharoen
Managing Director: Pimmard Leenutaphong
Social Media Director: Napas Warasestasak
Published: April 2018
Synopsis:
Thailand is one of the largest alcohol-consuming countries in ASEAN - especially in mid-April, when people celebrate the Thai New Year Songkran Festival. It's a big celebration in Thailand and a lot of fun until people get too recklessly drunk. A tragic byproduct of Songkran celebrations is the increasing number of accidents and road deaths in Thailand. SangSom, one of the largest alcohol beverage brands targeting young Thais, initiated this CSR campaign called "Drink Don't Dumb". The campaign via Sour, Bangkok was developed from consumer insight and their real-life situations of being unconsciously drunk. The brand aims to remind the younger generation in Thailand to drink appropriately for fun and to stay conscious and not act dumb and stupid.