As part of an ongoing series highlighting young talent in the industry, Branding in Asia presents “One Under 30” – a special feature that focuses on up-and-coming talent in the ad world, one person at a time. This week we talk to Chumjit Yuanlea, Senior Art Director at BBDO Bangkok.
Over the course of our conversation, she talks about how she got her first break in the industry, what she loves about the work, what she doesn’t like about it, and more.
We especially like how she describes her job to people who ask: “Creating a piece of goofy work that makes money, wins awards, solves client problems, and benefits society.”
Name: Chumjit Yuanlea
Agency: BBDO Bangkok
Position: Senior Art Director
Hometown: Nakhon Sri Thammarat, Thailand
Current Location: Bangkok
Education: Communication Art Design, Decorative Art Faculty of Silpakorn University
How did you get your first break in the industry?
The first time I thought about a career in advertising was when my university alum recommended that I study Visual Communication Design at Silpakorn University because of my creative mindset.
And when I got my real break in the creative world of an advertising agency was on my first internship as a Graphic Designer. Then I worked for four years for an advertising agency before joining BBDO Thailand as an art director, where I’m still learning every day.
What is your personal mantra?
“Do things you can regret rather than regret not having done them”.
I truly live by this motto every day. Whenever an opportunity comes along I try. Though I’ve had good and bad experiences with it, it’s really given me a new perspective on life.
From what person, place or thing have you drawn your greatest creative inspiration?
1. I am always inspired by passionate people; the insight and knowledge they have on a particular topic. You just can´t find that on the internet.
2. It’s amazing what impact a piece of creative work can do for our society and this really motivates me to keep doing the best work I can.
What do you love about the job?
Creating a piece of goofy work that makes money, wins awards, solves client problems, and benefits society.
That’s how I usually describe my job, and I think only a few jobs in this world offer you the chance to be creative while earning money and winning awards. Sure, it can be challenging to come up with new ideas, but what I love about my job is when I get to create things that will really leave a mark and change things for the better.
What about your job are you not so crazy about?
‘What I think is best, isn’t always the best .’
Hearing clients reject ideas you really liked can feel like a punch in the gut. It takes time to figure out a client’s pains, so you can tailor ideas to their needs, but that’s the only way to deliver great results.
What is some work you’ve done that you’re most proud of?
One of the projects that I am most proud of is the Five Star Chicken #deliciouschickenthatconnectsallgenetation campaign, a well-established Thai brand known for delicious chicken.
To help connect Five Star Chicken with Generation Z, we created three entertaining mini-series starring Five Star Chicken as the bridge connecting generations.
The story is about a family consisting of a mother and her son. It starts with the son (Gen Z) who enjoys working as a freelancer and buying cryptocurrencies. His mother, however, thinks his job is unsteady for the future and wants him to work for the government.
A heated debate ensues until the youngest son interrupts with ‘what should we eat for lunch?’. Eventually, the intense conversation turns into a bonding moment, when the mother and son both finally agree on something, to have Five Star Chicken for lunch.
A second accomplishment I’m proud of is being shortlisted for the Young Lion Live Award in June 2021 with “Calm,” a campaign that helped reduce male suicide rates.
We came up with the concept ‘Stay in line’ – Stay a little and watch this ad with us and learn how to reduce the suicide rate among men.
If you had to choose another career what would it be?
I would want to be a psychotherapist.
As I stated above, my works are inspired by talking to people. I enjoy getting to know people and being able to offer help and advice.