ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Category
Branded Video & Film
Annual ID
OSA21_BE007B
Description
“6 Takes of Drama” merges advertising with entertainment in the form of a cinematic short film. Is it a commercial? An entertaining film with plot twist? A music video featuring a famous Thai rock song? It’s all three.
Kulov Vodka is superior in quality for its 6 times distillation. Instead of telling this in a straightforward way, this piece of content taps into the culture of online social behaviour. Not only effectively highlighting the product quality, but also captivating a generation of viewers who love to binge watch online content, and whose social lives now revolve heavily around online media.
Because of regulations in Thailand for alcohol advertising, alcohol brands are strictly forbidden to directly talk about their product quality. So we tie in the message of ‘more distillation, better result’ with a positive message that’s inspired by common online social behaviour. It’s easy for everyone to use social media platforms as an emotional outlet. But when it’s easy to post anything, it can also easily lead to conflicts and drama. But distilling thoughts (6 times to be exact) before posting, can help avoid unnecessary drama.
The film was viewed and shared over 12 millions times in just two weeks.
Over 46.6 million impressions, 26.4 million reach, over 800k engagement.
It resonated especially well with an audience in semi-lockdown, when people are inclined to use social media as an emotional outlet.
Kulov Vodka is superior in quality for its 6 times distillation. Instead of telling this in a straightforward way, this piece of content taps into the culture of online social behaviour. Not only effectively highlighting the product quality, but also captivating a generation of viewers who love to binge watch online content, and whose social lives now revolve heavily around online media.
Because of regulations in Thailand for alcohol advertising, alcohol brands are strictly forbidden to directly talk about their product quality. So we tie in the message of ‘more distillation, better result’ with a positive message that’s inspired by common online social behaviour. It’s easy for everyone to use social media platforms as an emotional outlet. But when it’s easy to post anything, it can also easily lead to conflicts and drama. But distilling thoughts (6 times to be exact) before posting, can help avoid unnecessary drama.
The film was viewed and shared over 12 millions times in just two weeks.
Over 46.6 million impressions, 26.4 million reach, over 800k engagement.
It resonated especially well with an audience in semi-lockdown, when people are inclined to use social media as an emotional outlet.
2021 Awards
Total Points: 6
Bronze Award
Credits
Agency
GREYNJ United / Bangkok
Art Director
Pheraphas Jongphatcharanan
Yothin Thongbai
Chief Creative Officer
Jureeporn Thaidumrong
Creative Director
Asawin Phanichwatana
Jesse Wong
Director
Nawapol Thamrongrattanarit
Chairman
Thor Santisiri
Chief Executive Officer
Kanaporn Hutcheson
Account Manager
Pitimon Protien
Chief Operation Officer
Thipayachand Hasdin
Deputy Chief Creative Officer
Asawin Phanichwatana
Film Producer
Pacharin Surawatanapongs
General Manager
Kanokkorn Seehapan
Group Account Director
Vorawan Kaewket
Project Management Director
Kanoksak Kanchanachutha
Senior Traffic Coordinator
Juthamas Tantated
Strategic Planning Director
Jongkoch Dusittanakarin
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