BANGKOK, THAILAND — The Thai working environment often has distinctive features: hierarchy, deference, obedience, and certain strict conventions embedded in the workplace. These values, strictly upheld by previous generations, still exist in many companies. The top-down approach to hierarchy is not ideal for out-of-the-box thinking and disruptive innovation and often leads to a toxic work environment.
With fierce competition to attract young talent and the rise of startups and other modern corporations, incumbent employers have become less attractive and are facing a brain drain.
With this insight, life insurance company Kasikornbank has launched its new employer statement, “Possibility to make an impact.”
The campaign uses satirical marketing tactics to show the value of humor when attracting prospective candidates’ attention. Through a 2-minute online film, the brand aims to persuade them to click on the Kasikorn Career website for various calls to action.
Titled “Work Work Work,” the film depicts three situations that young talent often face in a company, namely hierarchy, submissive behavior, and unrealistic budgeting. The film changes the perspective of the big corporate and shows that Kasikornbank is here to enable young talent to thrive in the work environment and that they can truly live the statement “Possibility to make an impact.”
CREDITS:
Campaign name: Work Work Work
Client credits: Kasikornbank Public Company Limited
Hataiporn Chiemprasert – First Senior Vice President
Kritapas Kusmith – Senior Vice President
Punyapa Limteerayos – First Vice President
Songphon Sirisuvanna – Vice President
Chindanai Niyamapa – Assistant Vice President
Agency credits: GREYnJ United
Chairwoman: Kanaporn Hutcheson
Creative Chairwoman: Jureeporn Thaidumrong
Chief Executive Officer: Thipayachand Hasdin
General Manager: Kanokkorn Seehapan
Creative Director: Thanyaluck Pongacha
Creative Group Head: Vongjino Kedjariyanon
Senior Copywriter: Pat Deesawat
Copywriter: Sorrawich Srisupasitanon
Group Account Director: Kantharat Teerarojjanawong
Account Manager: Nattawut Methithawat
Planning Director: Jongkoch Dusittanakarin
Strategic Planner: Jidapa Tansutat
Agency Producer: Ruangkanjana Aiamrit
