BANGKOK, THAILAND — Club 21Thailand, a premier distributor of luxury fashion brands such as 3.1 Phillip Lim, Acne Studios, Alexander Wang, COMME des GARÇONS, Issey Miyake, Jacquemus, JW Anderson, Maison Margiela, Mulberry, PH5, Rick Owens, Sacai, Stella McCartney, Thom Browne, and many more, created its first-ever mass communication campaign in Thailand: “Salute the Detail.”
Marking a bold new chapter for the brand, this campaign aims to expand its customer base while maintaining a seamless connection with its loyal clientele. The campaign not only mirrors the essence of the brand but also unites iconic labels known for their meticulous attention to detail, catering to every style and preference of its discerning customers.is proud to present its first-ever mass communication campaign, “Salute the Detail.”
Each story invites the audience to interpret the narratives through their own lens, embracing the concept of “similarity with a twist in the detail.” The films are infused with poetic language, allowing all Thai audiences to engage and connect effortlessly. Each film opens with a scene where two actors — playing the same person — display their familiar traits but with a refined sense of style through their clothing, capturing Club 21’s vibrant and approachable persona for the new generation.
Sopavadee Bejrajati, Marketing Director at Club 21 (Thailand), commented, “This campaign is a brave new step for Club 21 as we embark on mass communication in Thailand for the first time. Our business strategy aims to reach new customers while connecting authentically with our existing base. It is essential for this campaign to reflect the identity and essence of Club 21 perfectly. We have curated a collection of premium brands that stand out in their details and uniqueness, all in one place, to meet every need and express individual style.”
Thasorn Boonyanate, Chief Creative Officer at BBDO Bangkok, shared insights into the creative journey behind the campaign, emphasizing the importance of detail in fashion as the foundation of style. “This project is one of the most exciting I’ve ever worked on. It celebrates the beauty in details, turning the smallest elements into captivating highlights,” he expressed.
The campaign’s three films, each showcasing unique details, have been masterfully crafted under the direction of Wuthisak Anakkaporn, an award-winning director renowned for his Gold, Silver, and Bronze accolades at Cannes Lions 2024. He skillfully narrates the stories with intelligence and power, encapsulating the essence of the campaign with the line that captures his interpretation of the campaign’s theme, “We can’t change your behavior, but we can change how you look.”
CREDITS:
Agency: BBDO Bangkok
Chief Executive Officer: Somkiat Larptanunchaiwong
Chief Creative Officer: Thasorn Boonyanate
Creative Director: Pratchya Vilaipol
Copywriter: Prame Poosoontornsri
Art Director: Peera Liangjai / Jirayus Russmisaengthong
Project Manager: Kanokwan Kaewkern
Producer: Paramee Soontornwuttinun
Head of Brand and Digital Planner: Prasit Kunanuphanchai
Senior Strategic Planning Manager: Chanapa Kongvaranont
Strategic Planner: Suchanad Kosaipat
Group Business Director: Tasking Vasarutchapong
Business Director: Mira Komolwanich
Account Manager: Pornchanok Wuttitanakorn
Production House: Factory01
Director: Wuthisak Anarnkaporn
1st Assistant Director: Wityawat Lakam
2nd Assistant Director: Mattanee Uajarernsup
Producer: Wipawee Khirirat
Executive Producer: Rungtawan Nanthasaen
Director of Photography: Abhisit Prasongsup
Gaffer: Withun Sorasit
Lighting & Grip Equipment: Tang Lighting Co., ltd.
Camera Equipment: DOP House Co., ltd.
Stylist: Chayanuch Savekvattana
Casting: Pornthip Muttisom Production
Project Manager: Boonsita Limprasert
Sound Record: Waigoon Laopipatpinyo Pruduction
Art Director: Wanlop Plumsee
Post Producer: Wipawee Khirirat
Editor: Jirawat Jirawangso
Sound Engineer: Artit Vongmetta
Assistant Sound Engineer: Nithit Wongwattanasil
Sound Producer: Nattakarn Boonthanom
Sound Company: Mellow tunes
Colorist: Natnicha Suwanprapa
Flame Artist: Nantachai Samaphutti
Assistant Frame Artist: Danai Payattapong
Post Production Producer: Therdsak Buapian
Post Production: One Cool Production
