According to a new campaign from Boonthavorn, amid changing attitudes and societal context, in the past three years, Thailand has seen a decline in the move-out rate of family members with some houses now having up to four generations under one roof.
Home renovation can be a tense subject at the best of times and is not something to be decided by only one person; all generations can have different lifestyle needs and preferences.
Working with Wunderman Thompson Thailand, the captivating five-minute film launched under the ‘LIVE OUR WAY’ brand message shows the complicated differences between grandfather and grandson living together – building up suspense and tension, to eventually smash down the stress of generational home improvement conversations.
“The move-out rate of family members has declined in Thai families during the past three years amid changing attitudes and social context that alter people’s behaviours in favour of continued living with family,” said Chanat Choochart, Deputy Managing Director – Digital Business & Branding at Boonthavorn Retail Corporation Public Company Limited.
“More than ever, the home has become the space of family joy and the safe zone for many people, being the place of residence, entertainment centre, workstation, and leisure. A happy life therefore starts at home.”
Alongside the film is a design conversation tool, allowing consumers to input their dream interior vision to create a life-size ‘Door Poster’ – designed free of charge by Artificial Intelligence and Boonthavorn’s EVERYROOM team of room stylists. Given to homeowners as a key visual based on each homeowner’s design idea, each poster is meant to be hung on the room door to get a conversation started with other occupants. The first 300 respondents received a life-size Door Poster delivered to their doorsteps. Upon concluding the conversation, consumers can simply scan the QR code next to the doorknob to access the shopping list quickly and conveniently on Boonthavorn’s website.
According to Park Wannasiri, Chief Creative Officer at Wunderman Thompson Thailand, data from the past few years indicate an uptrend in home renovation.
“We want to connect Boonthavorn with this opportunity to capture business growth and build brand love among new audiences. To come up with the Door Poster idea, we began with insights into home renovation behaviours of Thai people,” said Wannasiri.
“And with family conversation emerging as the master key, our challenge is to figure out what the brand can do to help people start it and enable everyone in the family to exchange renovation ideas in the most visual way. Door Poster itself, as a creative idea, is not easy to realize.
It involves cross-departmental collaboration on the client’s side, including stock management and EVERYROOM team of designers who have to work with AI to create Door Poster illustrations that match the needs of each customer the most. All these come true with multi-departmental collaboration within Boonthavorn and the fun we had while working hard together.”
Wunderman Thompson Thailand
Account Management :
Managing Partner : Supannapa Traitonwong
Business Director : Nutthapong Wannakovit
Group Account Director : Kasidit Khantee
Account Director : Kewalee Charoenjit
Chief Creative Officer : Park Wannasiri
Creative Group Head : Wirunchana Doomklang
Art Director : Pheraphas Jongphatcharanun
Copywriter: Teenamol Thamchamrus
Creative Service Director : Wascharin Pongsirivilas
Senior Project Manager : Wiyada Rakngarn
Production Director : Jiroj Mechoojit
Producer: Jiraporn Channawach
Managing Director: Tawin Tusnajareon
Director of Operations : Sethathip Sethanandha
Digital Project Manager : Pachara Tangsupap
Group Head Developer : Sutat Meesiri
Production house : Suneta
Director : Teerapol Suneta (Ae)
Assistant Director : Kittikhun Jongkraiwut (Best)
2nd Assistant Director : Manoo Techadee (Kill)
Producer : Chanapa Ployarunrung (Jote)
Assistant Producer : Warawan Laksanarom (Fame)
Cinematographer : Chalongwut Chorruangsak (Joe)
Gaffer : Phongthep Phusawang (Toei)
Sound : Anuparp Suriyathon (Boat)
Art Director : Pornchai Cheeranoon (Aof)
Prop Master : Surasak Maneekum (Mard)
Casting : Narissara Makmane (Por)
Stylist : Montatip Narong (Ann)
Make up : Pattarawut Choeichaiyapoom (KhaoJao)
Hair Stylist : Jirapat Thunnoppachat (Nong)
Location : Jirawat Santaratchai (Oh)
Editor : Sarawut Kaweethammawong (Lar)
Telecine : Nattacha Khajornkiatsakul (On)
VTR : Positive4 (Thannawit Jiasuppibul) (Mek)
Sound Mix : Sound Space (Danai Suthamcharee) (Nai)
Key visual retouching
Production house : Montage Bangkok studio