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.
Amazing Thailand. Culture to commerce
Agency Ogilvy Group Thailand / Bangkok + Tourism Authority of Thailand / Bangkok + Yggdrazil Group / Bangkok
Category
Brand Partnerships
Annual ID
OA22_BE004B
Description
How a gaming experience turned Thailand’s Deep Culture into a destination where pop-culture meets commerce
CHALLENGE
The number of visitors to Thailand have plummeted due to the pandemic’s impact, which resulted in the loss of significant sources of income. Tourism Authority of Thailand (TAT) needed an idea that could help sustain the living home of Thailand’s deep culture.
OPPORTUNITY
What if the popularity of HSH2 game could be leveraged? By tapping into the millions of players and combining with the global craze that spiritual artifacts have gained over the past years, we could turn gamers into virtual visitors in a place where pop-culture meets commerce.
SOLUTION
TAT partnered with YGG to introduce ‘Home Sweet Home-Survive OBT2’, a multiplayer game that builds on the success of its previous version by taking the gaming experience to the next level and turning it into a gateway that interconnects virtual world, spiritual world, and real world for the first time.
In addition to a new journey of discovery into Thailand’s deep culture, where gamers immerse themselves in beliefs and explore the numerous sacred temples and sanctuaries inside-out, it engaged players on a deeper level by giving them the chance to virtually take part in ancient rituals, interact with the objects and use supernatural powers from the various hidden amulets they would uncover during the gameplay, to help them stay protected and fight against the evil forces.
Moreover, as gamers learnt about the superpowers of amulets, occult rituals and spiritual activities, they were offered a chance to get their hands on their favorite amulets and other items through a link, where they could purchase and get their items delivered, or even book certain activities they wished to experience in real life.
IMPACT
As a result of ‘HSH-Survive OBT2’ becoming the new craze among gamers worldwide, the hope of all the temples and affiliated small businesses was revived by a new form of sustainable virtual tourism.
CHALLENGE
The number of visitors to Thailand have plummeted due to the pandemic’s impact, which resulted in the loss of significant sources of income. Tourism Authority of Thailand (TAT) needed an idea that could help sustain the living home of Thailand’s deep culture.
OPPORTUNITY
What if the popularity of HSH2 game could be leveraged? By tapping into the millions of players and combining with the global craze that spiritual artifacts have gained over the past years, we could turn gamers into virtual visitors in a place where pop-culture meets commerce.
SOLUTION
TAT partnered with YGG to introduce ‘Home Sweet Home-Survive OBT2’, a multiplayer game that builds on the success of its previous version by taking the gaming experience to the next level and turning it into a gateway that interconnects virtual world, spiritual world, and real world for the first time.
In addition to a new journey of discovery into Thailand’s deep culture, where gamers immerse themselves in beliefs and explore the numerous sacred temples and sanctuaries inside-out, it engaged players on a deeper level by giving them the chance to virtually take part in ancient rituals, interact with the objects and use supernatural powers from the various hidden amulets they would uncover during the gameplay, to help them stay protected and fight against the evil forces.
Moreover, as gamers learnt about the superpowers of amulets, occult rituals and spiritual activities, they were offered a chance to get their hands on their favorite amulets and other items through a link, where they could purchase and get their items delivered, or even book certain activities they wished to experience in real life.
IMPACT
As a result of ‘HSH-Survive OBT2’ becoming the new craze among gamers worldwide, the hope of all the temples and affiliated small businesses was revived by a new form of sustainable virtual tourism.
2022 Awards
Total Points: 6
Bronze Award
Credits
Agency
Ogilvy Group Thailand / Bangkok
Client / Brand
Tourism Authority of Thailand / Bangkok
Production Company
Yggdrazil / Bangkok
Media Distribution Company
Yggdrazil / Bangkok
Creative Director
Puripong Limwanatipong
Thanawat Chongmahakul
Executive Creative Director
Andrew Chu
Producer
Sakonpob Sinsuk
Jitpisut Sirirat
Strategist
Jirat Tangvichacharn
Chairman
Nopadol Srikieatikajohn
Project Manager
Panadda Rittrirat
Aunchaya Thanapornkaitikul
Quality Assurance
Akara Thiengphuengtham
Account Manager
Sakon Suksophon
Audio & Visual
Nattawat Sritanyarat
Business Director
Onsiri Thanibutra
Director, Technology
Piyakorn Aungkulpornpattara
Game Creative Director / Producer / Scripter
Saroot Tubloy
Group Business Director
Niwat Rungruangworawat
Head of Game Development
Nattaworn Tancharoen
Product Owner Manager
Noprada Jirarattanapan
Program Director
Suparrerk Kulintaraprasert
Senior Interactive Designer
Tarinya Katiwanich
Senior Software Developer
Pavaruth Pengcharoen
Software Developer
Suphattra Yoocharoen
Nattapol Boonyapornpong
Strategic Planning Director
Sasipa Mongolnavin
Technical Artist
Waroon Pumisiricharoen
Kittichon Kittiwan
Jiranuwat Meksutat
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