BANGKOK – There are some people who don’t like ridiculously cute animated stickers, or feel the need to search through their entire chat history – and then there’s the rest of the world.
JWT Connect’s quirky new campaign for social messaging service WeChat positions the brand as “the ultimate social sensation” and highlights four new features introduced in Thailand this year and with four stories of out-there characters who don’t see the need for them.
In “Yogi”, viewers meet the detached guru who rejects the need for the new Special Keywords function, which generates surprise emojis; in “Seal”, the macho family guy says no to super-cute Animated Stickers, which he deems an affront to his uber-manliness; in “Memory Girl”, the annoying genius with total recall is baffled why anyone would need the new Universal Search function, which lets them dig up details from chats from the past; and in “Spy”, a would-be undercover agent declares the new Video Call feature a threat to his complex cover.
“In line with the fun, young and exciting brand image of WeChat, the new features are highlighted in four TVCs that share the same tone. In these stories, a few quirky characters bring these features to life by refusing to use them – even though the rest of the world falling in love with this ultimate social sensation,” says Hansa Wongsiripitack, Business Director of JWT Connect, JWT Bangkok’s digital unit.
The campaign includes the four TVCs, which launched between August, as well as print and online component. The stories of these whimsical characters continue on web films that take the audience on a journey of twists and turns, with a lot of laughter and a few surprises along the way.
CREATIVE CREDITS
Client : WeChat (Thailand) Company Limited
Advertising Agency : J-Connect Bangkok
Business Director : Ms. Hansa Wongsiripitack
Executive Creative Director : Mr. Asawin Phanichwatana
Associate Creative Director : Mr. Sittichai Okkararojkij
Senior Art Director : Mr. Chaowalek Julaketpotichai
Art Director : Mr. Asawin Phanichwatana, Mr. Sahaphon Phanpakdee, Mr. Saravut Jamjod
Copywriter : Mr. Sittichai Okkararojkij, Mr. Arus Mettaphan
English Copywriter : JW
Strategic / Digital Planning Director : Mr. Chatree Chokmongkolsatian
Account Management : Ms. Hansa Wongsiripitack, Ms. Pattamon Sanandang
Head of Producer & Project Management : Mr. Chainarong Wattanathanakun
Traffic & Planning Coordinator : Ms. Paweena Promtong
Production House : Hub Ho Hin Bangkok
Director : Mr. Banjong Pisanthanakun
