Delight - "Brothers"

Ogilvy Thailand

Ogilvy Thailand Bangkok, Thailand

Awards

143

Brand: Delight
Country: Thailand

Advertiser: Dutch Mill Group

Title	Brothers
Agency	Ogilvy Thailand
Campaign	The Couple, Brothers, Mom and Son
Advertiser	Dutch Mill Group
Brand	Delight
Date of First Broadcast/Publication	2023 / 7
Business Sector	Milk & Milk Based
Philosophy	Delight Drinking Yogurt has long been an underdog compared to dominant brands like Yakult. Traditionally, consumer perceptions have homogenized all drinking yogurts, largely because many brands have emulated Yakult's successful formula in terms of taste and packaging. Thais have a deep-rooted tradition of cooking and consuming sweetness for ages, which presents a unique challenge for the brand in introducing a less sweet option. However, with an open mind and a few days of trying Delight, they can adapt to the new sweetness standard. This transition not only aligns with their changing health preferences but also offers long-term health benefits. Aiming to become a top-of-mind brand without losing our core mission of consumer care, we've reinvented our product line to cater to modern health preferences. Our groundbreaking formula features a unique strain of microorganisms called 'Imulus,' designed to proactively benefit today's health-conscious consumers. Notably, we've introduced a variant with just 0.1% sugar, answering the call for less sweetness without sacrificing quality. In recognizing that expressions of love have evolved to be 'less sweet yet full of love,' we see a clear parallel with our low-sugar, high-quality product. To underscore this connection, we've deployed engaging storytelling populated by relatable characters and activities that resonate with younger generations. These narratives are laced with a surprising element: characters communicate in a loud, seemingly blunt tone, creating an initial impression of indifference. However, their words are imbued with genuine care and love.
Media Type	Digital
Length	68 seconds
Chief Executive	Jiravara Virayavardhana
Chief Creative Officer	Gumpon Laksanajinda
Executive Creative Director	Supparat Thepparat
Creative Director	Rattiya Suphatanasilpa
Creative Group Head	Supakij Samudchaiyakij
Senior Art Director	Jiraporn Dechraksa
Art Director	Thanaphorn Sroyphuraya
Art Director	Jiraporn Dechraksa
Art Director	Rattiya Suphatanasilpa
Art Director	Supparat Thepparat
Art Director	Gumpon Laksanajinda
Copywriter	Supakij Samudchaiyakij
Copywriter	Rattiya Suphatanasilpa
Copywriter	Supparat Thepparat
Copywriter	Gumpon Laksanajinda
Group Business Director	Niwat Rungruangworawat
Senior Account Director	Thanida Susantud
Account Associate	Saowanee Sirithongpaibool
Agency Producer	Yuthapong Varanukrohchoke
Agency Producer	Sakonpob Sinsuk
Senior Manager, Strategy	Bodin Witta
Senior Associate, Strategy	Varisara Srisukh
Production Company	Suneta House
Director	Teerapol Suneta
1st AD	Manoo Techadee
2nd AD	Napat Vorasuk
Producer	Chanapa Ployarunrung
Director of Photography (DOP)	Chalongwut Chorruangsak
Gaffer	Chanthut Kasemsantinavin
Sound Designer	Anuparp Suriyathon
Art Director	Pornchai Cheeranoon
Prop Master	Surasak Maneekum
Casting	Narissara Makmanee
Stylist	Montatip Narong
Make-Up Artist	Anchisa Kanoksirisirachot
Location Manager	Jirawat Santaratchai
Editor	Sarawut Kaweethammawong
Telecine	Nattacha Khajornkiatsakul
VTR	Somjaet Jiwkrang
Mix	Danai Suthamcharee
Mix	Sound Space