BANGKOK, THAILAND — Digital transformation is a top priority among organizations due to increased customer demand and the need for technological efficiency.
Amidst fierce competition, the state-owned Thailand Post has brought the digital transformation strategy to life, shifting its role and vision from a postal service provider to an “information logistics” company. It also turned its 141 years of operational experience and its “last mile asset,” assisted by 20,000 postmen and up-to-date logistic data, into its new competitive edge.
Creative agency Grey Thailand adopted a humanizing approach, using “storytelling in a presentation” to explain the brand transformation. Through a three-minute online film titled You’re My Destin(y) action, the visual metaphors, and a newly-composed song are inspired by a true story that depicts the success of a young man who accidentally found a new opportunity through a parcel shipped from his grandfather.
The miniature Bonsai in the parcel represents a new beginning and the service provided. The tree’s “growing moment” was put into the story’s core concept to symbolize Thailand Post, whose duty goes beyond parcel delivery to the destination and a deeper role in customer success.
Apart from the warm-hearted story, the campaign’s key visual was recently overhauled towards a minimalistic design. It has shifted from animated figures against a red backdrop to now highlighting the message of relationships. For instance, a wide-angle ground with a clear sky symbolizes a brighter future. Colors like green and blue foster a calm, peaceful ambiance, enabling consumers to feel more relaxed, empowered, and emotionally tied to the brand.
“For a complex topic, visual metaphors can be a powerful tool to help convey complicated ideas in a more relatable way. At the same time, key visuals can also be effective with minimalistic design to simplify human recognition in a too-much-information world,” said Creative Director Thanyaluck Pongacha.
CREDITS:
Brand Credits
Dr. Dhanant Subhadrabandhu, Chief Executive Officer
Dr. Waraporn Kongkiewphan, Chief Corporate Strategy Officer
Waraphorn Chaitiamwong, Senior Executive Vice President
Agency Credits
Chief Operating Officer: Kanokkorn Seehapan
Chief Creative Officer: Sompat Trisadikun
Creative Director: Thanyaluck Pongacha
Associate Creative Director: Vongjino Kedjariyanon
Senior Copywriter: Sorrawich Srisupasitanon
Group Account Director: Phetpichaya Saengchaipan
Account Manager: Settawut Janda
Production
UnderDoc Film
