A film by MullenLowe Thailand for credit card and personal loan brand Krungsri First Choice has been recognised as ‘best video clip of the year’ for 2018 by Thailand’s cultural ministry and prime minister.
Built around the theme ‘Mothers Come First’, the film was launched to coincide with Mother’s Day. It secured over eight million viewers across the country.
It is about a mother who, after making sacrifices to fulfil her child’s ambitions, finds herself being ignored as he grows up.
Speaking about the award to Mumbrella, a spokesperson for MullenLowe said: “The campaign was honoured by the Thailand Ministry of Culture.
“It is not a competition and is not open for submission, but the committee selected the ad from thousands of video clips that were released in 2018.
“The objective of the award is to promote admirable Thai values within society across six categories including people of the year, memorable event of the year, best TV programme of the year, best film of the year, best TV commercial of the year and best video of the year.”
The team received the award from the Prime Minister of Thailand, Prayuth Chan-ocha last December.
Ayudhya Capital Services managing director Nayanee Peaugkham said: “Like most Asian cultures, Thais have deep-rooted family values and close connections with their parents.
“Mother’s Day is a time for children to show their appreciation and pay tribute to their mothers.
“It is an honour for us to be able to play a part in bringing an important message to millions of people in the nation. To be recognised by the Prime Minister and Cultural Ministry of Thailand is simply a wonderful bonus.”
Creative director: Arfan Hajiwa-Ngoh
Copywriter: Ittipon Chooroung
Art director: Noppawin Wibulrithi
Business director: Ladarat Charoenpinijkarn
Account manager: Sittipan Tananchai
Strategic planners: Bang Gutierrez, Kevin Swadsri
Producer : Chudthai Khumpong
Production house : Phenomena
Director : Prateep Pinta
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