Thai herbal soap brand IngOn has launched a campaign built around the consumer habit of pressing a worn-down soap bar onto a new one — a behavior Wolf BKK and Factory01 turned into an ad film that tells the brand story through the metaphor of “unsticky” relationships, so to speak
The campaign centers on IngOn Herbal Soap’s formulation: according to the release, its blend of natural oils makes the bar easier for leftover soap scraps to adhere to, regardless of size, condition, or brand.
The campaign film frames the dynamic between soap bars through the lens of relationships, comparing old and new bars to people who cannot stay together. The film closes on a packshot showing soap scraps from competing brands physically attached to IngOn bars.
Credits
Brand: IngOn Herbal Soap
Agency: Wolf BKK
Chief Creative Officer: Torsak Chuenprapar
Managing Director: Natdhee Sopondhitipun
Creative Group Head: Pandarie Somjit / Panupong Putong
Copywriter: Poomrapee Ongardvanish
Art Director: Narada Kittikunokorn
Group Communications Director: Sirapa Kanchanasuppawong
Communications Director: Sawarin Juntaratip
Agency’s Producer: Prapapan Waiyapat
Production House: Factory 01 Bangkok
Director: Wuthisak Anarnkaporn
Executive Producer: Rungtawan Nanthasaen
Producer: Warunthorn Charnjitkusol
1st Assistant Director: Mattanee Uajarernsup / Chaninart Chuehom
Production Manager: Boonsita Limprasert
Director Of Photography: Abhisit Prasongsup
Casting Director: Pornthip Muttisom
Stylist: Kwanhatai Chittiwatana
Art Director: Sarawut Krewnamyen (Pantangartwork)
Post Producer: Wipawee Khirirat
Editor: Chaleamchon Natipat
Sound Mixing: Arthit Vongmetta (Mellow Tunes)
Colorist: Tuchtram Thientawach
Flame Artist: Nantachai Samaphutti (One Cool Production)
