Background
Several makeup brands in Thailand, international brands, and emerging local brands, four online videos below show how my team and I execute the glamorous French brand to be more approachable to mass but on brand equity.
La Parisienne
Less is More
La Parisienne
Unstoppable
La Parisienne
Dare to Mix
La Parisienne
Unlock your Parisienne
Background
Maybelline New York is a makeup brand that perpetually communicates through global spokespersons, which drives the brand to have the international brand perception; however, the brand has low brand salient to Thai consumers.
Hence we introduced Yaya as a Thai face to tackle local brands.
Maybelline
New York
Clear Smooth TVC.30 sec.
Background
We decided to develop a long-form online video with an entertaining plot.
Maybelline
New York
Super BB Cushion
4.30 min.
Background
Whitening cream is always a must-have item for Asian women. However, not every woman believes they can have their ideal skin tone.
Therefore we come up with the idea Glow your own aura.
L’Oreal
White Perfect
Glow Your Own Aura
TVC. 30 sec.
Background
One pain point of women who wear heavy makeup together with sunscreen is the feel of stickiness and oiliness.
L’Oreal UV Perfect
‘Stay’ TVC.30 sec.
Background
Revitalift is an anti-aging cream trusted for long. Hence, Centella Asiatica, the main product attribute, doesn't sound exciting to consumers anymore!
Thus, we renewed as "self-healing power."
L’Oreal Revitalift
‘Hurt’
Pre-roll 15 sec.
L’Oreal Revitalift
‘Vase’
Pre-roll 15 sec.
L’Oreal Revitalift
Self-healing
TVC. 30 sec.
Background
The laser treatment in clinic inspires the product, but we cannot claim it.
Hence, we convey the message of precision and fast through the character of women. She is tough and never surrenders.
L’Oreal
Revitalift Laser
Never Surrender
TVC.15 sec.
Background
L'Oreal wants to build the brand as the number one anti-aging brand with different products for all women.
Hence, we translate it as a tailor-made solution for women with different needs.
L’Oreal Revitalift
Number One
TVC. 30 sec.
Background
Makeup can ruin skin, especially for the working woman who always catches up on fashion trends.
The benefit is rejuvenating damaged skin and boosting the confidence of the woman. Though she doesn't wear makeup, someone might mistake as if she does!
Nivea Extra White Serum
Beauty Editor
TVC. 30 sec.
Background
The critical underarm skin problem is uneven skin causing uneven shaving.
We tried to set up a situation where she has to raise her arms naturally and use the analogy of stud fashion to demonstrate the uneven skin.
NIVEA HAPPY SHAVE
Stud Fashion TVC.30 sec.
Background
The millennial mom always expects her kids to be smart. That's why she supports the best for her kids.
The challenge here is we cannot claim that drinking formula milk can make her kids smart, but we have to communicate it through storytelling in a way that has not been before in milk category advertising.
Enfagrow A+ Superior
Polar Bear TVC. 30 sec.
Background
To promote the new ready-to-drink packaging, which does not have a new product attribute.
We use Owy, the product mascot, to create a fun story and help kids engage more with the brand.
Enfagrow A+
Explorer
TVC. 15 sec.
Enfagrow A+
Painter
TVC. 15 sec.
Background
Introduce new packaging of Enfagrow A+ UHT and create excitement amongst kids with Owy Mascot.
We bring Owy Mascot to live and let Owy tell the activation mechanic's story.
Enfagrow A+
Finding Owy
Online video 30sec.
Background
Most of the baby formula brand in Thailand has the same communication approach by showing super genius kids as a product pay-off.
So we launched a campaign that tackled the real need of Thai parents who not only want to raise smart kids but they feel it's their responsibility to raise the kids who have empathy to help build a better society. Now Enfa has become the game-changer in the baby formula category.
Rally Cry Online video 45 sec.
Launched during the first wave
of Covid -19 in Thailand
I wonder Online video 60 sec.
Launched on Mother Day
Train track
TVC.30 sec. to demonstrate
mind & heart
Look the same not the same
TVC. 30 sec.
Background
Dettol disinfectant has become more critical to the consumers during the pandemic. It's also an opportunity for the brand to introduce more product ranges to increase consumption.
We launched the campaign to show a wide range of usages across all walks of life.
Loving list
Online Video 45 sec
Country Fair
Online Video 45 sec.
Protect
life’s precious everyday moments
TVC.30 sec