BANGKOK, THAILAND – Thai commercials and their ability to tug at heartstrings in one moment and make viewers laugh out loud in the next is what makes the advertising so unique. Many of them tickling the funny bones of not just the locals but of all the neighbouring countries in the region. And in markets like Indonesia, Thai commercials have become the industry benchmark for a successful ad: delivering over-the-top, emotional, and downright hilarious content that is only semi-aligned with any specific product.
This inspired LinkAja, one of Indonesia’s leading e-wallet apps, to produce communications that challenges the benchmark and galvanise Indonesians to be proud of what they can achieve with a little inspiration from the northern neighbours.
“Indonesians tend look to the outside world to gauge our successes, but we wanted to change that mindset. We wanted to make ourselves proud of what we have achieved, showcasing our technological capabilities matching and, in some cases, surpassing other super-apps in the region. The same should be said for our communications work”, Rizky Wisnu, Head Creative at LinkAja.
Teaming up with TJT (Tang Jai Tham), he added, “their creative portfolio showcases the experience in engaging audiences from across the region. And we wanted to work with a team that could bring this to the table – their understanding and the appreciation of cultural nuances was ideal for what we were looking.”
Keeping the execution authentically Thai, the films were shot in Bangkok with a full suite of Thai talent, crew from Vanilla Films, a sister company of Mum Films of Suthon Petchsuwan and directed by TJT’s very own Creative Director, ApiwatPattalarungkhan.
“As an Indonesian, living in Bangkok for the past 12 years, you learn to appreciate both cultures and how it impacts our lives. Therefore, whilst we wanted to deliver on LinkAja’s message – encouraging Indonesians to stand proud we saw an opportunity to break through the cluster. So, for their new campaign #Apa2Bisa (#EverythingCanDo) we leveraged the Thai methodology but celebrated the Indonesians”, Irvine Prisilia, Creative Director at TJT Creative Lab explaining the approach.
Irvine added, “The success of this film proves once again that collaborations are both borderless and limitless, especially when you’ve got amazing clients like the team at LinkAja that appreciates and understands the creative process.”
TJT Creative Lab is a part of the Beatnk network of independent creative innovators from the SEA region. Together with the network, the TJT team have produced award campaigns like the Wacom “I CREATE” that picked up recognitions at the Markies and Marketing Excellence 2020 awards in collaboration with REBL.
CREDITS
CLIENT: LINKAJA
Head of Creative: Rizky Wisnu
Lead Art Director: Akhtara Danis Praditya
Art Director: M. Rizky Sobari, Haidar Wirawan
Lead Copywriter: Kirana Mulia
Copywriter: Avisena Roosyida Ashari
Lead Project Manager: Teddy Yunantha Fatmamurni
Project Manager: Artha Sermyta
Lead AV: Sandi Afui
AV: Gugum Gumilar
CREATIVE AGENCY: TANG JAI THAM (TJT) CREATIVE LAB
Managing Director: Tanner Nagib
Creative Director: Irvine Prisilia
Creative Director: Apiwat Pattalarungkhan
Art Director: Kasinpoj Onicha
Thai Copywriter: Boonlaksa Siriwat
CEO: Aksara J Patta
Project Manager: Sasikarn C Cook
PRODUCTION HOUSE: VANILLA FILMS
Director: Apiwat Pattalarungkhan
Executive Producer: Pattarajitr Trakarnkate
Producer: Nara Montrekul Na Ayudhya
DOP: Worawoot Sukasem
Editor: Sarawut Kaweethammawong
Assistant Director: Ronnachai Nakornfang
Production Manager: Sumittra kudcharoen
Post Producer: Sansanee Rungpongwanich
Indonesian support: Barde Films
EP: Surya Susianto, Intan Purwaning
