Bangkok-based agency Wolf BKK launched a campaign for Thai property developer Pruksa that promoted a new premium residence by disguising it as a high-tech gadget.
The campaign introduced what it described as a “mysterious premium gadget” priced at 25 million baht, promoting the unidentified product across billboards, digital screens, social media, and online film. Messaging positioned the item as a life-changing device.
The reveal identified the product as a home, reframing the residence’s features as capabilities that the campaign claimed a home delivers more effectively than technology.
According to a release, the approach was intended to position the launch as a conversation about value rather than a conventional luxury property promotion.
“By disguising a home as a premium gadget, Pruksa turned a property launch into a conversation about value, challenging people’s obsession with innovation and reminding them that the greatest life-enhancing invention had been there all along,” said Wolf BKK in a release.
Credits
Chief Creative Officer: Torsak Chuenprapar
Executive Creative Director: Kanit Mingmuang
Creative Group Head: Supakit Sukaroj
Art Director: Koranat Chanttadilok, Jada Sawangpol
Senior Copywriter: Atichai Ditcharoen
Agency’s Producer: Chanoknan Wongwises
Managing Director: Natdhee Sopondhitipun
Group Communications Director: Sansuda Chuaphanich
Communications Manager: Thanaya Piyacharoenwattana
Group Chief Corporate Marketing Officer: Angkana Likhitchanyakul
Executive producer: Mr.Satapath Rongkapun
Producer: Mr.Pitinun wudthimongkonkul
Co-producer: Ms.Chutikarn Junsuree
Videographer: Mr.Weerawich Phatharaloethanan
Videographer: Mr.Rattharote Praesuwunnakul
Photographer: Mr.Suravit Sutho
Post Production: Bobeyeview
Producer: Apiwat Pornpakdee
3D Maker: Puttipong Ngamek-Aua
Compositor: Wasita Duncan
