project brief:

It brought the cuteness of BNK48 idols, the innocence, and fun in Thaibaan The Series style. It sounds like a dream project that had readiness in every aspect. However, in reality, the situation at that time was jealousy of idols and actors from fans on both sides, which spread through social media. When mad, Arai-D was entrusted to care for the marketing campaign and film promotion, we researched and planned our work to serve marketing needs and solved problems in all aspects.

we delivered:

Visual Branding and Campaign, Visual Identity System, Visual Communication, Branding Logo, Photography, Customize Logo, Music Video

challenges:

This time, the challenges for mad had 2 layers.

The first - a campaign and design must convey the message of friendship, warmth, and fun when Thaibaan The Series and BNK48 met and learned from each other.

The second - The connection of fans from both sides to welcome new friends and cultures, just like Thaibaan The Series and BNK48 open up to each other. 

process:

When we had already gotten the tasks from the two teams, we did the homework by researching the primary information of Thaibaan The Series and BNK48 in terms of popularity and previous trends, we also studied other movies that were released during the same period to determine the positions. When we comprehended the primary information, we set a strategy for Thaibaan x BNK48 from the Heart of the Girl based on the core message that the movie aimed to convey fans and movie audiences.

In short, we made fans from both sides open up to new things (Thaibaan members / BNK48 members) to enjoy the warm atmosphere of the movie. mad Arai D was responsible for parts of Key Visual and Artwork online, offline, and on the ground, as well as promoting the film. 

Part of using the advertisement to reach the target group we merged BNK48’s essential marketing tools: Digital Live, Fish Tank, and Music Truck, the most popular entertainment in Isan. We set up the music truck and set the advertising spot through Digital Live where the main actors met with their fans, target group, and mass media. Fortunately, the advertising plan was highly successful in accord with wide-range social engagement and the number of fans who waited for actors in each advertising location.

design solution:

From the task we received, our designer discovered an interesting solution and seemed to cover all answers. The solution was to use a “woven pattern” from basketry representing local Isan cultures that were familiar to all Thai people, representing simple beauty and patience of Isan people and “the relationship” of both groups to create intimacy in another aspect. 

In addition, there were digital billboards in Bangkok and cities in many provinces. We used the motion poster technique, bringing the characters of the actors of Thiabaan, The Series, and BNK48 to greet and spread happiness and attractiveness to the movie fans and music fans on the occasion of the New Year's Eve and New Year's festival. 

RESULT

For sure, mad’s happiness is to work by serving the client's needs. But with the music video “Dot Di Dong” it was a work that made us gain more happiness. We were pleased every time we watched the MV “Dot Di Dong” on the YouTube channel “BNK48.”

Our campaign and design received positive feedback from the clients Sahamongkolfilm, Thaibaan The Series, and BNK48. Therefore, we were entrusted to produce the MV "Dot Di Dong'' and the song "From the Heart of This Girl", which are Ost. Thaibaan x BNK48 From the Heart of This Girl especially “Dot Di Dong" was a massive success with over 130 million views.

BEYOND THE RESULTS

“Even though views were the measuring of success, reading the comments that reflect the happiness of audiences, creative criticisms, encouragement, and interaction between Thai people from all regions who watched this MV was a phenomenon that we had been one small part that successfully connected relationships between people through visual and music.” 

case study

Behind-the-scenes that we reveal from start to end. We show the background of the work, problems, supports, and much more to know with the work we have selected to share through every step to success.