Ink Waruntorn in Futuristic ‘Mafia of Digital World’ Campaign in Thailand

First Choice targets Gen Z with an other-worldly campaign.

First Choice and Leo Burnett Thailand have teamed up to launch ‘Mafia of Digital World’ – a futuristic tale that promotes the ‘XU by First Choice’ credit card to a generation of digital natives.

Starring Thai singer-actress Ink Waruntorn, the campaign is set in a surreal world ruled by a demanding mafia boss who has a penchant for ‘collabs’ and unboxing. When her excessive demands exceed her budget, she faces an army of budget cutters, and the chaos begins.


‘Mafia of Digital World’ follows the recent launch of ‘Metaverrrrrr’ – a parody from Leo Burnett Thailand about making the world’s first metaverse commercial – the film has garnered over 15.3 million views on YouTube and Facebook in Thailand alone since launching in February 2022.

“As natives of the digital world, Gen Z can control their whole world with just their fingertips,” said Athip Sinpagekan, EVP Head of Marketing at First Choice.

“Many of their demands or desires occur totally on digital platforms – they have so much freedom of thought and independence, which is why we launched ‘XU by First Choice’ – a credit card that makes it easy for younger generations to connect with new lifestyles online.”


“To get Gen Z’s attention, we created a fantastical world that’s ruled by an all-powerful mafia boss, played by one of the most famous female artists in Thailand, especially for Gen Z,” said Sarut Yungcharoen, Group Creative Director at Leo Burnett Thailand, adds.

“It’s an unconventional approach from a brand that is passionate about tailoring its products to the needs of a younger audience, and isn’t afraid to break category norms to get their attention.”

The spot was directed by Bhakpong Skonvitayanon at B1 Films.


Client: Ayudhya Capital Services Company Limited

Brand: Krungsri First Choice

Product/Service: XU Digital Credit Card by First Choice

Creative Agency: The Leo Burnett Group Thailand

Chief Creative Officer: Sompat Trisadikun

Executive Creative Director: Ariyawat Juntaratip

Group Creative Director: Sarut Yungcharoen

Art Director: Sompat Trisadikun, Ariyawat Juntaratip, Sarut Yungcharoen, Sarita Virunechavee

Copywriter: Kittinat Prasomsap

Client Service: Rathawan Sukanake, Pattra Ketsamathi, Naphat Chiangrat

Agency Producer: Rungrudee Chinpratan

Strategic Planner: Surapen Yosravikul Saito, Praewpakorn Chumsainaayudhaya

Production Company: B1 FILMS

Film Director: Bhakpong Skonvitayanon

Assistant Film Director: Wityawat Lama

Production Producer: Pornchanok Junjumroensub

D.O.P: Abhisit Prasongsup

Editor: Srawut Kaweethammwong

Sound Studio: Mellow Tunes


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