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Krungsri First Choice – First Generation

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Whilst many views of how the future will look envision robot-overlords, fungus-spreading monsters and/or the right-wing gone wild; none of which are particularly appealing.

Taking an altogether more utopian view is Leo Burnett Thailand for First Choice, whose provocative First Generation spot utilises gender-fluid influencer Krit Amnuaydechkorn, aka PP Krit, as a symbol of diversity and equity for Thailand's youth, advocating for inclusion and self-acceptance.

“The beliefs and attitudes of younger generations in Thailand are shifting," explains Athip Sinpagekan, EVP Head of Marketing at First Choice. "Everyone wants to be accepted, no one wants to be judged, yet very few brands in Thailand have been bold enough to stand up for a more inclusive future. Inspired by PP Krit’s own story as someone who is always true to themselves, we are reminding people that First Choice’s products and services are tailor-made to support the lifestyle, ambitions and dreams of this generation, and the next one, too.”

Directed by Factory 01's Wuthisak Anarnkaporn, the spot uses stark visuals and intriguing imagery to express the sentiment, imagining what humans may look like 10 years from now if they were created using artificial intelligence.

“We had the idea of reflecting PP Krit’s own story of standing up for social acceptance by emulating the process of generating humans with AI," adds Sompat Trisadikun, Chief Creative Officer at Leo Burnett Thailand. "We hope this campaign will engage a new generation that wants to be supported and accepted for who they really are, while promoting First Choice as a bank whose products can support a more inclusive future.”

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