Pataya Food Industries Case study The Break-Up by GREYnJ United Thailand

The Break-Up

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Industry Canned Food
Media Case study
Market Thailand
Agency GREYnJ United Thailand
Production Hub Ho Hin
Released February 2016

Awards

Spikes ASIA 2016
Digital Online Video: Social Video Bronze Spike

Credits & Description

Client: Pataya Food Industries
Product: Nautilus Tuna Spread
Entrant: Greynj United Bangkok, Thailand
Idea: Greynj United Bangkok, Thailand
Production: Hub Ho Hin Bangkok, Thailand
Contributing: Pataya Food Industries Bangkok, Thailand
Editor: Feb 11 2016 12:00am
Music Artist/Title: https://www.facebook.com/Nauti...
SEA Chief Creative Officer: Ali Shabaz (GREY GROUP)
Chairman Global Creative Council: Per Pedersen (GREY GLOBAL)
Chief Creative Officer: Jureeporn Thaidumrong (GREYnJ United)
Chief Executive Officer: Subbaraju Alluri (GREY GROUP)
Managing Director: Kanaporn Hutcheson (GREYnJ United)
Account Director: Pojanee Sowantip (GREYnJ United)
Strategic Planner: Jongkoch Dusittanakarin (GREYnJ United)
Agency Producer: Kanoksak Kanchanachutha (GREYnJ United)
Executive Creative Director: Asawin Phanichwatana (GREYnJ United)
Copywriter: Veerawin Suksantinunt (GREYnJ United)
Agency Producer: Mali Pongsirirak (GREYnJ United)
Client Service Director: Kanokkorn Seehapan (GREYnJ United)
Chairman: Thor Santisiri (GREYnJ United)
Art Director: Supakit Yindeeanant (GREYnJ United)
Art Director: Taywin Navakunsuntorn (GREYnJ United)
Art Director: Kanlayanee Pratuangjid (GREYnJ United)
Copywriter: Kanokwan Chatkaewmanee (GREYnJ United)
Copywriter: Ratanaparn Songsermsawad (GREYnJ United)
Account Director: Vorawan Kaewket (GREYnJ United)
Social Media URL: https://www.facebook.com/Nauti...
Video URL: https://www.youtube.com/watch?...
Describe the campaign/entry:
We found a way to make boring fact entertaining by collecting all entertainment including images, soundtrack, and script, in one place to make people become aware of it.
Creative Execution:
The director used a song, characters, a scenario, and cliché break up lines to tell a story of a relationship between two people.
The film received over 1 million views, 4
000 likes, and 28,000 shares on Facebook within 24 hours. It currently has approximately 7 million views on Facebook and YouTube. Most importantly, we have turned boring topic into something fun.
To talk to Thai young-adults who are mostly workaholic and don’t have time to eat about a boring message about healthy eating, we chose to attack them at their most vulnerable time: when they look at their phones and shopping for food during their breaks. We presented our simple yet engaging content film via Facebook, a place where young-adults are most engaged in, telling a simple yet impactful story that encouraged them to change the way they eat.