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.
It Must Be Sting
Agency Leo Thailand / BANGKOK + Brilliant & Million / BANGKOK + Zenith / BANGKOK + Player 2 / Bangkok
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Category
TV, VOD, & Online - Short Form
Annual ID
OA25_FIV012B
Background
Sting is a modern energy drink that first entered the Thai market. Unlike traditional energy drinks, it’s a hybrid beverage that combines the stimulation of an energy drink with the refreshing taste of a carbonated soft drink. This unique profile has led to a common misunderstanding among Thai consumers. Many think Sting is just a soda, not a real energy drink.
This challenge is made even harder by strict legal restrictions in Thailand. We’re not allowed to show any before-and-after effects, communicate performance benefits, or use visual symbols typically associated with energy drinks.
At the same time, consumer behavior has shifted dramatically. People no longer sit through traditional ads. They scroll quickly through short-form, entertaining content.
So the question becomes : How can we make consumers instantly recognize the energy of Sting, without saying a word and without breaking the law?
This challenge is made even harder by strict legal restrictions in Thailand. We’re not allowed to show any before-and-after effects, communicate performance benefits, or use visual symbols typically associated with energy drinks.
At the same time, consumer behavior has shifted dramatically. People no longer sit through traditional ads. They scroll quickly through short-form, entertaining content.
So the question becomes : How can we make consumers instantly recognize the energy of Sting, without saying a word and without breaking the law?
Creative Idea
Deliver Sting’s energy in the exact time it takes to scroll past it — 6 seconds of fast and fun energy. Instead of fighting short attention spans, we leaned into them. We built a format designed for the scroll: fast, fun, and unmistakable.
We cast real Thai workers and gave them impossibly high-energy powers, like a massage therapist working at blur speed or a factory worker lifting boxes with cartoonish strength. Even Thailand’s iconic Nang Kwak (Goddess of wealth and business) waved so fast it looked unreal. No build-up. No explanation. Just fast and fun energy from the very first frame.
The format mirrored meme culture: visual exaggeration, punchy payoffs, and instant recognition. Because when you see that kind of superhuman energy in action, there’s only one possible explanation: "It Must Be Sting." This line became more than a tagline. It became our creative platform — a shorthand for energy that feels fast and fun, not aggressive. And it gave us a repeatable format for future content drops that audiences would instantly recognize.
We cast real Thai workers and gave them impossibly high-energy powers, like a massage therapist working at blur speed or a factory worker lifting boxes with cartoonish strength. Even Thailand’s iconic Nang Kwak (Goddess of wealth and business) waved so fast it looked unreal. No build-up. No explanation. Just fast and fun energy from the very first frame.
The format mirrored meme culture: visual exaggeration, punchy payoffs, and instant recognition. Because when you see that kind of superhuman energy in action, there’s only one possible explanation: "It Must Be Sting." This line became more than a tagline. It became our creative platform — a shorthand for energy that feels fast and fun, not aggressive. And it gave us a repeatable format for future content drops that audiences would instantly recognize.
Insights & Strategy
• Cultural Insight
Thailand’s real energy heroes aren’t gym bros or extreme sports stars. They’re the everyday workers powering the country: factory workers, massage therapists. The people everyone sees, but advertising tends to overlook.
• Platform Behavior
People don’t watch ads anymore. They consume memes. The most engaging content today is fast, funny, visually absurd, and shareable.
• Strategic Approach
Instead of outspending, we outsmarted. By turning overlooked Thai workers into high-energy stars in ultra-short formats, we made Sting culturally relevant to those who actually need energy drinks.
The 6-second length wasn’t just about attention spans. It was about creating instantly memorable, meme-native moments that feel social, not promotional.
Our strategy was simple but sharp: disrupt daily routines and digital feeds with duty-driven short videos, so when energy is needed, their brain completes the sentence “It Must Be Sting.”
Thailand’s real energy heroes aren’t gym bros or extreme sports stars. They’re the everyday workers powering the country: factory workers, massage therapists. The people everyone sees, but advertising tends to overlook.
• Platform Behavior
People don’t watch ads anymore. They consume memes. The most engaging content today is fast, funny, visually absurd, and shareable.
• Strategic Approach
Instead of outspending, we outsmarted. By turning overlooked Thai workers into high-energy stars in ultra-short formats, we made Sting culturally relevant to those who actually need energy drinks.
The 6-second length wasn’t just about attention spans. It was about creating instantly memorable, meme-native moments that feel social, not promotional.
Our strategy was simple but sharp: disrupt daily routines and digital feeds with duty-driven short videos, so when energy is needed, their brain completes the sentence “It Must Be Sting.”
Execution
The campaign was executed with a digital-first mindset, focusing on the real media habits of Thailand’s blue-collar workforce, who primarily consume content on mobile during short breaks or between tasks.
Our creative was tailored to match that behavior: ultra-short, 6-second films built for thumb-stopping moments, with fast beats, humor, and high repeatability. We launched the films across TikTok, YouTube Shorts, and Instagram Reels, platforms where our audience already spends time scrolling for entertainment, not ads.
• Authentic Casting
We didn’t use celebrities or influencers. We cast real workers such as factory staff, massage therapists, and shop owners whose performances felt funny yet oddly believable. It made the energy feel earned, not exaggerated.
• Meme-Native Production
Every film was simple, absurd, and meme-like. No polish. No gloss. Just raw, fast, fun energy. The look and tone were designed to blend into your feed, not stand out as an ad.
• AI-Powered Optimization
We used AI-based delivery systems on Meta and YouTube to dynamically test six different creatives across three key regions: Greater Bangkok plus Central and East, North and Northeast, and South. The platforms automatically identified the top-performing videos for each region and adjusted delivery in real time. This allowed us to prioritize relevance over reach, ensuring that each audience received the version that resonated most.
• Cultural Punchline
"It Must Be Sting" became more than just a closing line. It entered everyday slang, used to describe anything unexpectedly fast or over-energized. The campaign didn’t just advertise energy. It embedded it into culture.
By prioritizing real behavior, platform fluency, and cultural truth, the campaign turned a 6-second scroll into a high-impact brand moment, again and again.
Our creative was tailored to match that behavior: ultra-short, 6-second films built for thumb-stopping moments, with fast beats, humor, and high repeatability. We launched the films across TikTok, YouTube Shorts, and Instagram Reels, platforms where our audience already spends time scrolling for entertainment, not ads.
• Authentic Casting
We didn’t use celebrities or influencers. We cast real workers such as factory staff, massage therapists, and shop owners whose performances felt funny yet oddly believable. It made the energy feel earned, not exaggerated.
• Meme-Native Production
Every film was simple, absurd, and meme-like. No polish. No gloss. Just raw, fast, fun energy. The look and tone were designed to blend into your feed, not stand out as an ad.
• AI-Powered Optimization
We used AI-based delivery systems on Meta and YouTube to dynamically test six different creatives across three key regions: Greater Bangkok plus Central and East, North and Northeast, and South. The platforms automatically identified the top-performing videos for each region and adjusted delivery in real time. This allowed us to prioritize relevance over reach, ensuring that each audience received the version that resonated most.
• Cultural Punchline
"It Must Be Sting" became more than just a closing line. It entered everyday slang, used to describe anything unexpectedly fast or over-energized. The campaign didn’t just advertise energy. It embedded it into culture.
By prioritizing real behavior, platform fluency, and cultural truth, the campaign turned a 6-second scroll into a high-impact brand moment, again and again.
Results
The campaign redefined Sting’s role in the Thai market, shifting consumer perception from just a CSD to a true energy drink without saying a word.
Within a year, Sting achieved a 12.6% value share in modern retail, sold over 24 million bottles, and reached 55% aided awareness. More importantly, it sparked a cultural reframe. Over 70% of social media mentions organically used energy-related terms like “boosted,” “supercharged,” and “charged up,” signaling a shift in how consumers saw and felt the brand.
The scroll-native, meme-style format resonated widely, driving over 60 million interactions, 750 million video views, and 1.3 billion impressions across TikTok, Reels, and YouTube Shorts. Audience reactions reflected our intent. Comments like “Will I get this fast if I drink it?” showed both recognition and relevance.
Repeat purchase hit 79%, proving Sting’s new identity had sticking power. The creative platform "It Must Be Sting" entered everyday slang, used to describe anything unexpectedly fast or powerful.
By combining cultural truth with platform behavior, the campaign didn’t just gain attention. It earned a place in culture, reshaping how energy is understood, represented, and consumed.
Within a year, Sting achieved a 12.6% value share in modern retail, sold over 24 million bottles, and reached 55% aided awareness. More importantly, it sparked a cultural reframe. Over 70% of social media mentions organically used energy-related terms like “boosted,” “supercharged,” and “charged up,” signaling a shift in how consumers saw and felt the brand.
The scroll-native, meme-style format resonated widely, driving over 60 million interactions, 750 million video views, and 1.3 billion impressions across TikTok, Reels, and YouTube Shorts. Audience reactions reflected our intent. Comments like “Will I get this fast if I drink it?” showed both recognition and relevance.
Repeat purchase hit 79%, proving Sting’s new identity had sticking power. The creative platform "It Must Be Sting" entered everyday slang, used to describe anything unexpectedly fast or powerful.
By combining cultural truth with platform behavior, the campaign didn’t just gain attention. It earned a place in culture, reshaping how energy is understood, represented, and consumed.
2025 Awards
Total Points: 6
Bronze Award
Credits
Agency
Leo Thailand / Bangkok
Media Agency
Zenith / BANGKOK
PR / Marketing Agency
Brilliant & Million / BANGKOK
Client / Brand
Suntory PepsiCo Beverage (Thailand) Co., Ltd. / Bangkok
Production Company
Player 2 / Bangkok
Art Director
Sutprasert Juntabua
Associate Creative Director
Nutthawut Amkamsong
Chief Marketing Officer
Anawat Sangkhasap
Copywriter
Naravit Hongsamut
Creative Director
Kaiwan Teanngam
Head of Strategy
Vibhu Harnvarakiat
Account Director
Ratchada Rujiworakulthong
Account Executive
Patcharaporn Wansumrit
Associate Strategic Planning Director
Sireerat Wasukhan
Awards Submission
Wilaijit Sakdibowonku
Chief Executive Officer
Sorada Sonprisit
Digital Marketing Manager
Wiratchapong Chantapan
General Manager
Thanaporn Chankitmunkong
Group Account Director
Warin Waiyavut
Head of Creative
Titipun Tubthong
Influencer Management Specialist
Kannit Saisa
Yatichaphat Kittiwitchaowakun
Key Opinion Leader and Content Director
Patsanun Jeenanat
Marketing Director for Energy, MLC and Digital
Yutana Jitcharoongphorn
Marketing Manager Hydration and Energy Drink
Pundarik Hanyanant
Media Planning Director
Ekkaphop Chuengkul
Jittinan Jotikabukkana
Senior Marketing Lead
Gutzee Segura
Senior Marketing Manager NCB
Punthree Athayuti
Sr. Brand Manager
Nuwat Maytaprechakul
Strategic Planner Executive
Wisharat Rattanataymee
Strategic Planner Supervisor
Chattamachote Sesavej
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