BANGKOK, THAILAND — The pace of modern life is accelerating at breakneck speed. The hustle culture is rising and expanding in big cities worldwide, including Thailand, which poses new challenges to individuals and has heightened public health concerns.
With rapid urbanization, Bangkok tops the global rankings as the fifth “most overworked city” and the third “most commute time city” globally. As a result, longer work and travel times have led to sedentary behavior among Thais and are linked to poor health outcomes.
ThaiHealth Promotion Foundation’s Senior Director of Social Marketing Support, Supatnuj Sorndamrih, said, “Every move counts towards better health. All physical activity is beneficial and can be done as part of daily life whether work, sport, leisure or transport.”
Thanks to space contribution from Bangkok Expressway and Metro, creative agency GreynJ United converted a 140-meter-long pedestrian tunnel at Bang Sue Station, one of Bangkok’s busiest stations, serving 359,000 passengers daily through its railway terminal, metro line, and sky train system, into the “Walk Stadium.”
“Walk with enjoyment” is the design’s core concept. It allows commuters to immersively experience the 360-degree art space tunnel like virtually walking into a stadium in a surreal universe, surrounded by playful characters cheering, encouragement quotes, and the inclusion of fast and energetic audio cues to encourage “brisk walking” in a vibrant environment. Well-known local illustrator SHITTAK, famous for his one-of-a-kind drawings and candy-colored paintings, designed the dynamic visual art.
“We don’t want commuters to view this passageway as an ambient advertising media. That’s why we are using an experience design method through narrative art and behavioural-based ‘nudging’ techniques to gain their attention, participation and eventually behavioural change too,” said Creative Director Kanchat Chotewattanakul.
CREDITS:
Title: Walk Stadium
Client: ThaiHealth Promotion Foundation
Agency: GreynJ United (Bangkok)
Credits
Kanaporn Hutcheson: Chairwoman
Sompat Trisadikun : Chief Creative Officer
Kanokkorn Seehapan : Chief Operating Officer
Kanchat Chotewattanakul: Creative Director
Nassara Laowma: Art Director
Khamolchanok Masaphan: Senior Copywriter
Pawanrat Thamungmee : Senior Art Director
Ronnakorn Phantawongsupakorn : VDO Editor
Kamonluck Mungwattana: Senior Project Manager
Krittika Jindasiri : Project Manager
Nattida Sangchai: Senior Account Director
Kanoksak Kanchanachutha: Head of CX
Production house: Bob eye view
Artist
SHITTAK
