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.

2022 ONE Asia - Branded Entertainment

User Generated Action Scenes

Agency BBDO Bangkok / Bangkok + Hybrid Post / Bangkok + SOS Sound of Studio / Bangkok

Client Netflix Thailand


User-Generated Content

Annual ID



Background The rise of short-form video has revolutionized binge-watching into binge-scrolling on platforms such as Youtube Shorts, Instagram Reels, and especially TikTok with interactive features. The challenge was how do we grab the attention of users with short attention spans and win them back to a long-form video streaming platform like Netflix? Strategy TikTok, the strategy to gain users back to Netflix is to hijack their platform and speak their language. TikTokers are already keen to co-create contents with celebrities, so giving them a chance to create action scenes with one of Hollywood biggest stars fits very well. Once they see how action-packed the film is from the short clips, they are eager to watch the whole film on Netflix. Creative To promote the Netflix original blockbuster, The Gray Man, we turned the best action scenes from the two-hour film into short-form videos, and released them on TikTok to create an experience they can relate to. Since TikTokers are used to create user generated contents with viral videos with celebrities and influencers, in this campaign, they are invited to create “User Generated Action Scenes”. Execution Create your own action scene with a Hollywood superstar, Ryan Gosling. Get punched, kicked, or fight back. If you can’t win, fight with new weapons, use broomsticks, chairs, umbrellas, rock paper scissors, or anything. Maybe stay out of the fight and just commentate or just simply ask for help. Once they experienced the action and become part of the film, they were eager to watch the whole film on Netflix. We also made a compilation video to invite users outside TikTok to watch the film on Netflix. Results The campaign gained more than 400 million views on TikTok, 5 times the population of Thailand. For once, TikTokers leave TikTok to watch the film on Netflix regaining users back to the platform. The Gray Man immediately became number 1 film on Netflix in Thailand.

2022 Awards

Total Points: 2

Merit Award



BBDO Bangkok / Bangkok

Music / Sound Production Company

SOS Sound of Studio / Bangkok

Post Production Company

Hybrid Post / Bangkok

Art Director

Narakorn Puechngen

Chief Creative Officer

Thasorn Boonyanate

Creative Director

Rook Floro

Account Executive

Pornchanok Wuttitanakorn

Agency Producer

Toungrak Jiravatanarungsri

After Effects

Thongwut Phomkaew

Group Account Director

Mira Komolwanich

Group Business Director

Taksina Vasaruchapong

Post Producer

Twatchai Jaisue

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