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 - Direct Marketing

Amazing Thailand. Culture to commerce

Agency Ogilvy Group Thailand / Bangkok + Tourism Authority of Thailand / Bangkok + Yggdrazil Group / Bangkok

Client Tourism Authority of Thailand

Category

Ecommerce

Annual ID

OA22_DM006B

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.

2022 Awards

Total Points: 6

Bronze Award

Credits

Agency

Ogilvy Group Thailand / Bangkok

Client / Brand

Tourism Authority of Thailand / Bangkok

Production Company

Yggdrazil / Bangkok

Executive Creative Director

Andrew Chu

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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