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.
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Category
Best of Film & Video
Annual ID
OA25_FIV003G
Background
First Choice is a leading cash loan card and service in Thailand, which strongly positioned themselves in “Fast Approval” territory. However, in recent years, some competitors started to copy our “Fast” feature and try to demonstrate how fast approval process they can offer as well.
First Choice Cash Card aims to acquire new users from the existing pool of customers in the market. This year, they want to promote their 'Fastest Approval' feature, which currently positions them as the market leader.
First Choice Cash Card aims to acquire new users from the existing pool of customers in the market. This year, they want to promote their 'Fastest Approval' feature, which currently positions them as the market leader.
Creative Idea
This year, to strengthen our position as a “Fast Approval Cash card”, while also differentiate our brand from others. First Choice chose to communicate in a more emphatic way, By still showing how fast approval process we have, we also show that we understand the feeling of those people who wait for the cash to be approved.
First Choice wants to highlight speed as a key value of the brand, but from a deeper, more human perspective.
We explore it through empathy, understanding that every time someone has to wait, there's always someone who suffers.
First Choice understands this, which is why we do everything possible to make sure our card approval process is as fast as possible.
First Choice wants to highlight speed as a key value of the brand, but from a deeper, more human perspective.
We explore it through empathy, understanding that every time someone has to wait, there's always someone who suffers.
First Choice understands this, which is why we do everything possible to make sure our card approval process is as fast as possible.
Insights & Strategy
This is an online film for “Fast Approval” campaign by First Choice cash card.
“This year, we came up with a new way to tell the story of ‘fast approval’ with a more empathetic approach—focusing not just on how fast our process is, but on how our clients feel while waiting. Because we know that every second that passes as they wait for their loan approval can be painful. In other words, we understand that waiting hurts.”
“This year, we came up with a new way to tell the story of ‘fast approval’ with a more empathetic approach—focusing not just on how fast our process is, but on how our clients feel while waiting. Because we know that every second that passes as they wait for their loan approval can be painful. In other words, we understand that waiting hurts.”
Execution
The film begins in a hospital filled with patients waiting for their turn. Suddenly, a crocodile show performer walks up to the counter, complaining of a slight headache and neck pain. He hopes for some empathy, believing that his urgency will get him treated faster. But in the end, the nurse simply tells him to wait like everyone else.
Just then, First Choice steps in, showing the audience that we truly understand how painful waiting can be. That’s why, at First Choice, we never make anyone wait—especially when it comes to applying for a card.
Just then, First Choice steps in, showing the audience that we truly understand how painful waiting can be. That’s why, at First Choice, we never make anyone wait—especially when it comes to applying for a card.
Results
The film got a good reception among targets.
YouTube : 1M views in 24 hours on YouTube / 46% reach within 1 week on YouTube.
Facebook : 397K social interaction in 10 days.
TikTok : 50% lower CPM (based on material selection effectiveness) comparing to norm.
YouTube : 1M views in 24 hours on YouTube / 46% reach within 1 week on YouTube.
Facebook : 397K social interaction in 10 days.
TikTok : 50% lower CPM (based on material selection effectiveness) comparing to norm.
2025 Awards
Total Points: 60
Best of Discipline Award
Credits
Agency
Leo Thailand / Bangkok
Client / Brand
Krungsri First Choice / Bangkok
Production Company
FACTORY01 / Bangkok
Art Director
Toey Jaruvateekul
Chief Creative Officer
Prasert Vijitpawan
Director
Wuthisak Anarnkaporn
Editor
Sippanart Olarnsaritkul
Producer
Rungrudee Chinpratan
Deputy Executive Creative Director
Thiti Boonkerd
Senior Art Director
Teerawat Kraiarb
Senior Copywriter
Norawit Saratsamith
Prasert Vijitpawan
Shanya Jiwachotkamjorn
1st Asst. Dir.
Mattanee Uajarernsup
2nd Asst. Dir.
Wityawat Lakam
Account Management Director
Rathawan Sukanake
Account Manager
Suthikarn Saeju
Audio Mix
Nopawat Likitwong
Casting
Anchisa Eksirimethikul
Chief Executive Officer
Thipayachand Hasdin
Colorist
Natnicha Suwanprapa
Creative Group Head
Theetasak Dangrojana
DP
Kritsada Nakagate
Executive Producer+Producer
Rungtawan Nanthasaen
Group Account Director
Pattra Ketsamathi
Head of Marcom, Branding & Digital MKT
Atthasit Phaothanyalak
Head of Strategic Planning
Doungjai Sawasdee Moyon
Location Manager
Nisakorn Ngaosri
Mock up
Parinya Likhitroekwit
Post Producer
Wipawee Khirirat
Production Manager
Boonsita Limprasert
Project Manager
Kanyanat Daewilor
Pasittha Chantarawong
Strategic planner
Puree Preyaprawat
Stylist
Thida Rosthip
VTR Online
Power Kuan
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