Krungsri First Choice - "First Generation "

The Leo Burnett Group Thailand

The Leo Burnett Group Thailand Bangkok, Thailand

Awards

1288

This ad is part of the ACT Responsible Collection

Brand: Krungsri First Choice
Country: Thailand

Advertiser: Ayudhya Capital Services Company Limited

Title	First Generation
Agency	The Leo Burnett Group Thailand
Campaign	First Generation
Advertiser	Ayudhya Capital Services Company Limited
Brand	Krungsri First Choice
Date of First Broadcast/Publication	2023 / 3
Business Sector	Credit Cards
Story	The campaign imagines what humans may look like 10 years from now if they were created using artificial intelligence. Will we see an explosion of differences? Or arrive at a future where labels are obsolete, and people refuse to be stereotyped? The beliefs and attitudes of younger generations in Thailand are shifting. Everyone wants to be accepted, no one wants to be judged, yet very few brands in Thailand have been bold enough to stand up for a more inclusive future. First Choice is reminding people that their products and services are tailor-made to support the lifestyle, ambitions and dreams of this generation, and the next one, too.
Media Type	Television
Length	128 seconds
Chief Creative Officer	Sompat Trisadikun
Executive Creative Director	Ariyawat Juntaratip
Group Creative Director	Sarut Yungcharoen
Creative Group Head	Kittinat Prasomsap
Art Director	Sarita Virunechavee
Art Director	Sarut Yungcharoen
Art Director	Ariyawat Juntaratip
Art Director	Sompat Trisadikun
Copywriter	Kittinat Prasomsap
Agency Producer	Rungrudee Chinpratan
Production Company	Factory01 Co. Ltd.
Co-Film Director	Wuthisak Anarnkaporn
Assistant Film Director	Mattanee Uajarernsup
Production Producer	Rungtawan Nanthasaen
Director of Photography (DOP)	Pithai Smithsuth
Editor	Jirawat Jirawangso
Music and Sound Company	Mellowtunes
Post Production	One Cool Production