Thailand’s Kasikornbank has launched a new ad featuring Korean girl group Blackpink, encouraging Gen Zers to combat the socioeconomic tension they may be experiencing by using KBank’s new online platform created specifically for their generation.
Created by GREYnJ United (Thailand) the campaign works off the market insight that one-third of the Thai population is “passionate about changing the world for the better.” With the lockdown and physical distancing due to COVID-19 safety measures, they have had to adjust what would normally be an active lifestyle during these challenging times.
In a two-minute spot, Blackpink, which has worked with KBank since 2019, highlights the ways one can unlock the world powered by KBank. They use the example of KBank’s debit card which allows for social distancing yet brings contactless payment to the forefront of the shopping experience. “The card allows for shopping safely even in these unreal times,” said the brand.
“The campaign is intended to reinforce KBank’s proposition on empowering Gen Zers beliefs and passions and to encourage a call-to-action even in these unprecedented times,” said Jureeporn Thaidumrong, CCO of GREYnJ United.
As part of the campaign, KBank has created an online platform called B.A.D-it (Believe and do it) as “a safe online community space for youngsters” and “a forum where Gen Zers can have passionate discussions and share their opinions on a variety of subjects and trends.”
The platform also provides information about online activities such as gaming, webinars, tips on how to get the most out of online education, and Covid-19 guidelines, amongst others.
Title: ” KBankxBLACKPINK is BACK”
Advertiser/Client: KASIKORNBANK Public Company Limited
Name: Chitravinee Vannakorn
Title: First Senior Vice President
Name: Nithivadee Punnahitanont
Title: First Vice President
Name: Pittsanu Sitabutra
Title: Assistant Vice President
Agency: GREYnJ UNITED
Chairman: Thor Santisiri
Chief Executive Officer: Kanaporn Hutcheson
Chief Creative Officer: Jureeporn Thaidumrong
Chief Operation Officer: Thipayachand Hasdin
Deputy Chief Creative Director: Asawin Phanichwatana
Creative Director: Thanyaluck Pongacha
Senior Art Director: Vongjino Kedjariyanon, Nukool Khamlert
Copywriter: Pat Deesawat
General Manager: Kanokkorn Seehapan
Group Account Director: Vorawan Kaewket
Account Executive: Chakree Techaratanakrai
Associate Strategic Planning Director: Jongkoch Dusittanakarin Senior Strategic Planner: Pareena Rachjaibun
Project Management Director: Kanoksak Kanchanachutha
Agency Producer: Vanna-Pond Noigasame, Ruangkanjana Aiamrit
Korean Coordinator: Harry Gwak
Digital PR Manager: Saengwit Kewaleewongsatorn
Senior Traffic Coordinator: Juthamas Tantated
Production Company : Matters in Liukh
Film Director : Liukh
Asst.Film Director : G1 KO
Cinematographer : Hanbago
Lighting : Kim Hongsoo
Film Producer : Kim Minsik
Film Art Director : Tae Suyeon
Costume Stylist : Park Min Hee
VFX Company : Solid VFX
Editor : EDITIN
Colorist : Namsec di studio
Composer : LEE Banseok
Sound Studio : Gorilla Sound
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