Thailand – Club 21 Thailand, a distributor of luxury fashion brands, has teamed up with BBDO Bangkok to unveil its first-ever mass communication campaign, ‘Salute the Detail.’ This bold campaign celebrates the craftsmanship of iconic brands and invites a wider audience to connect with Club 21’s unique style philosophy.
The Salute the Detail campaign not only captures the essence of Club 21 but also brings together iconic brands renowned for their meticulous attention to detail, catering to the diverse styles and preferences of its discerning customers.
As part of the campaign, BBDO Bangkok created three captivating short films—Liar vs. Liar—Club 21, Mad Lover vs. Mad Lover—Club 21, and No Manner Person vs. No Manner Person—Club 21. Each film invites viewers to interpret the narratives through their own perspectives, exploring the concept of ‘similarity with a twist in the detail.’
Directed by Cannes Lions-winning filmmaker Wuthisak Anakkaporn, the campaign’s three films artfully capture its essence with the line, “We can’t change your behaviour, but we can change how you look.” This thought-provoking message encapsulates his vision for the campaign, blending intelligence with impact.
The films, infused with poetic language, are crafted to engage and resonate effortlessly with Thai audiences. Each opens with two actors—portraying the same character—who reveal familiar traits yet distinguish themselves through a refined sense of style.
Through this campaign, Club 21 Thailand seeks to broaden its customer base while nurturing its strong connection with loyal clientele. As the distributor of some of the world’s most iconic fashion labels—such as 3.1 Phillip Lim, Acne Studios, Alexander Wang, COMME des GARÇONS, Issey Miyake, Jacquemus, JW Anderson, Maison Margiela, Mulberry, PH5, Rick Owens, Sacai, Stella McCartney, Thom Browne, and more—Club 21 Thailand continues to champion unique style and meticulous craftsmanship.
Sopavadee Bejrajati, marketing director at Club 21 (Thailand), commented, “This campaign is a brave new step for Club 21 as we embark on mass communication in Thailand for the first time. Our business strategy aims to reach new customers while connecting authentically with our existing base. It is essential for this campaign to reflect the identity and essence of Club 21 perfectly. We have curated a collection of premium brands that stand out in their details and uniqueness, all in one place, to meet every need and express individual style.”
Meanwhile, Thasorn Boonyanate, chief creative officer of BBDO Bangkok, shared, “This project is one of the most exciting I’ve ever worked on. It celebrates the beauty in details, turning the smallest elements into captivating highlights.”
