Marketing Featured Southeast Asia

‘Live Your Way’: This humorous film from Thai retailer Boonthavorn shows how important making your own decisions is

Thailand – Thai home improvement retailer Boonthavorn is launching a new rebranding campaign that aims to show the importance of ‘living your way’. The campaign is made in collaboration with global brand experience agency VMLY&R

‘Live Your Way’ features a humorous short film titled “‘Ummm..”, which highlights the consequences of not making the right decisions for yourself. 

The campaign aims to make deeper connections with discerning Gen Z and Gen Y consumers while highlighting Boonthavorn’s ability to meet the needs of the individual. It also encourages the consumers to embrace their own style and eccentricities instead of just ‘settling’ and accepting whatever is available.

Sittichai Tayanuwat, managing director at Boonthavorn, said, “As a specialty store, Boonthavorn crafts the best solutions to meet the needs of the younger generation, who value distinctiveness, appreciate design and have the freedom to be themselves. Each component and detail is carefully considered so that customers can be inspired and choose a way of life that fulfills them uniquely.”

“Working with VMLY&R we’ve been able to differentiate ourselves from other homestores by launching this advertising campaign to encourage everyone to ‘Live Your Way’,” Tayanuwat added.

“At VMLY&R it’s our mission to build connected brands that resonate with target audiences in ways that are authentic and relevant. Boonthavorn’s rebrand is all about highlighting the brand’s depth of product, services and expertise – which goes way beyond other home improvement and decoration brands in Thailand,” VMLY&R Thailand’s Chief Creative Officer Anuwat Nitipanont commented.

He added, “Our strategic insight shows that this is what consumers want, however, it’s not what most brands are able or willing to deliver – and this is where Boonthavorn comes in.”

This campaign follows VMLY&R’s collaboration with used car sales platform Carsome Thailand last year titled “Mr. Handsome”.