CANNES – A quirky film featuring a socially-awkward teen has delivered big time for Thailand at the 65th Cannes Lions International Festival of Creativity. ‘Friendshit,’ by GREYnJ United for Kasikornbank Public Company Limited won Gold in Entertainment Lions in the Online Fiction category, Gold in Film Lions in the Consumer Services category, and Silver in Film Craft Lions in Casting.
GREYnJ United partnered with Kasikornbank to launch ‘Friendshit’, a case study on leveraging trademark storytelling to narrate a universal truth. The spot weaves in the K Plus app as a mechanism the teens leverage as a platform to break the ice with people from all walks of life.
Turn on Closed Captioning in the video to see the English subtitles
In the film, Hui is leaving her town to study in Bangkok. As she bids goodbye to her only friend, Kluay, at the bus stop, Hui fears that she won’t be able to make friends at her new school. Kluay encourages Hui to open a conversation with her new schoolmates, though Hui seems to keep starting awkward ones. Kluay’s talking points for Hui eventually become more specific as she tells Hui to talk about things that are general, relevant, everybody knows, everybody uses, simple, and mainstream. Finally, Kluay gets Hui to talk about the K Plus application. As Hui starts to talk to people about the K Plus application, more and more people open up to her and are impressed with her.
“Thai people embrace the aesthetics of Film much more readily than the printed page,” says Jureeporn Thaidumrong, GREYnJ United Chief Creative Officer. “They are addicted to film and also love making it. The stories in pop culture are changing everyday, and the traditional model of making films to saturate the market for months or a year is out, as everyone is on a 24-hour social media cycle at best.”
“This film was a collaborative effort with the Director team from the start to develop this script, and serves as model case moving forward as we continue to create content to shift the consciousness and paradigms in Thai society,” adds Thaidumrong.
By breaking through with the Cannes Lions wins, GREYnJ United and Thailand, in general, have returned to the forefront of advertising excellence in Asia.
In main image, Chanakarn Sitthiaree, copywriter, and one of the main talents in the film and Asawin Phanichwatana, Executive Creative Director of GREYnJ UNITED receive one of their Gold Lions at the Cannes Lions International Festival of Creativity.
Credits
Title: Friendshit
Brand: Kasikornbank Public Company Limited
Product: K PLUS app
Idea Creation: GREYnJ UNITED BANGKOK
Production: Hub Ho Hin Bangkok
Chief Creative Officer: Jureeporn Thaidumrong
Executive Creative Director: Asawin Phanichwatana
Creative Director: Thanyaluck Pongacha
Creative Group Head: Siravich Chatchaiganan
Senior Copywriter: Chanikarn Sitthiaree
Copywriter: Sorrasak Thummakosol, Shanya Jiwachotkamjorn,
Art Director: Vanalee Kraivaree
Strategic Planning Manager: Jongkoch Dusittanakarin
Agency Producer: Kanoksak Kanchanachutha
Film Director: Nawapol Thamrongrattanarit, Hub Ho Hin Bangkok
