“Attack to Activate Freshness” turns micro-encapsulated fragrance—a technology usually unnoticed—into a simple, repeatable ritual. 

Consumers are encouraged to Tap Tap, Pull Pull, and Hug Hug to release scent from their clothes, making freshness a visible, interactive part of daily life.

Shinji Matsuoka, Vice President of Kao Industrial (Thailand), has taken a front-facing role, demonstrating the gestures and encouraging users to turn every movement into a proof point for the brand. 

Tap a shoulder before a meeting, pull a shirt on the go, or hug someone to activate the fragrance.

Instead of relying on advertising to explain science, ATTACK has turned the technology into a behavioural brand asset, keeping the product top-of-mind all day. 

“We realized that freshness shouldn’t just be a promise on a bottle; it should be a behaviour,” said the CJ WORX Team. “By turning invisible technology into visible behaviour, we’ve given people a way to ‘control’ their confidence throughout the day.”

By codifying scent into physical action, ATTACK and CJ WORX have transformed a hidden feature into a tangible, shareable experience that lives beyond the laundry room.

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The event featured several zones where visitors could sample the body oils through the heart stickers.

“Good media doesn’t always need to be a screen or a billboard,” said Saharath Sawadatikom, creative chairman and founder of CJ WORX. “Sometimes, it’s something people already use—like Valentine stickers shared every year.”

The use of sensory media aligns with JOURNAL’s positioning as an “emotional experience brand.” A Love Journey follows another collaboration between the perfume brand and CJ WORX, which also highlighted the role of scents in fostering relationships.

“Strategically, the A Love Journey Collection plays a key role in transforming JOURNAL into an emotional experience brand—using scent as language, and body oil as the medium that connects consumers to memories and feelings across different life chapters,” said Thananya Suteerachai, chief executive officer of JOURNAL.

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A key feature of the campaign is the installation of a physical statue of Nonn Plus, the blueplus+ mascot, at Siam Square One. Visitors can connect to the blueplus+ application from the statue, then take part in a lucky draw. Selected participants stand to win a year’s supply of free drinks from local coffee chain Café Amazon.

According to the agency, the campaign is designed to drive user acquisition by encouraging new registrations, app downloads and logins, as well as increased use of the in-app digital wallet at outlets affiliated with OR Group.

CJ WORX added that Blessings Brought to Life reinterprets traditional blessing rituals within a digital context, aiming to create a more participatory user experience while strengthening brand recall.

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The campaign features limited-edition origami-inspired packaging for Timbits, the brand’s bite-sized donuts. The boxes fold into different celebratory symbols such as a medal, a champagne bottle, and a trophy.

According to the brand, the initiative reframes everyday achievements, such as attending work meetings or completing the workweek, as moments worthy of recognition. The donut packaging itself serves as a playful reward.

“The Boxcation” campaign aligns with Tim Hortons’ broader focus on finding joy in daily life, while also introducing a novel design approach to its product packaging in the Thai market.

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The third season of ‘The White Lotus’ will highlight Thailand’s rich culture, luxury, and natural beauty. Filming will feature locations like Phuket, Bangkok, and Koh Samui, showcasing the country’s renowned hospitality, cuisine, and heritage.

For this landmark partnership, CJ Worx took on the role of a strategic business consultant, providing insights and connections that brought a bold idea to life. This highlighted the agency’s commitment to a vision that goes beyond traditional advertising.

The collaboration has attracted attention from major global media outlets, highlighting Thailand’s appeal as a top-tier destination. CJ Worx views this milestone as an example of its ability to facilitate meaningful partnerships and create impactful opportunities.

A spokesperson from CJ Worx commented, “This collaboration reflects our commitment to going beyond creativity, stepping into the realm of strategy and business consultancy. We are deeply honoured to have played a role in this achievement, which demonstrates that we are not just creators but enablers of impactful global partnerships.”

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Featuring local producers, the film shares how OR’s Thaidet project, which aims to empower community enterprises, has changed the lives of its beneficiaries. With before-and-after stories juxtaposed, the film shows both the producers’ struggles and achievements.

In addition, the campaign shows how the project’s benefits were not merely economic. It also helped the people regain a sense of pride in their work. 

The tagline “Thaidet is not just a product, it’s the wisdom and opportunity for the Thai people” reflects how their livelihood is founded on their knowledge of culture and tradition.

“For the creative minds at CJ Worx, success wasn’t measured by awards or recognition, but by how deeply the story could connect with the people of Thailand. They believe that the best advertisements are those that stay with viewers long after they’ve finished watching, those that remind people of their shared values, culture, and dreams. This documentary is a testament to their belief that great stories have the power to inspire, unite, and push society forward,” CJ Worx said in a press release.

OR launched the Thaidet project in 2018 in collaboration with government agencies. As part of the project, OR provides spaces in PTT stations and Café Amazon branches for community entrepreneurs to distribute their products.

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As part of the network, CJ Worx will be bringing its expertise in creative content and digital transformation to the table, strengthening Stagwell’s ability to serve brands in Asia-Pacific with top-notch digital creativity. 

In addition, with its substantial presence in Thailand and Southeast Asia, CJ Worx will provide valuable insights and support to Stagwell as it continues to expand its reach and impact in the region.

Randy Duax, managing director, Asia-Pacific for Stagwell, said, “When we saw the outstanding work Jinn and the CJ Worx team were producing and the capabilities they had, we knew we had to bring them into the Stagwell family. CJ Worx is a highly respected and accomplished agency with the same born-to-be-digital roots as Stagwell. They’re a jewel in the region. We believe their expertise and experience will be valuable to our Global Affiliate Network.”

Stagwell has taken several steps in recent months to enhance its footprint across Asia-Pacific, including the formal opening of its regional headquarters in Singapore, a new office in Malaysia, and the addition of several of the region’s leading creative and media shops as affiliate network partners. 

Meanwhile, Jinn Powprapai, chairman and co-founder at CJ Worx, commented, “CJ Worx and Stagwell is a natural partnership. We define ourselves as the ‘Today agency’ where digital is no longer new but just the way of modern business. We never stop restructuring ourselves because the digital environment constantly changes.”

He added, “Thai creativity is some of the best in the world. We are confident that our collaboration with Stagwell will allow us to expand our reach here in Thailand and export this region’s world-class approach to creativity to global markets. I want to show the world how unique creativity is in Thailand.”

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The new creative parcel was designed to use repeatedly for IT gadgets and products, of which IT brands could use to target the nowadays consumers who pay high attention to the climate change issue. 

CJ Worx said that once the Swopbox arrives in the client’s hands, they can turn it inside out and put the used or second hand IT gadget in and send it back to SWOPMART.

Chawana Keeratiyutamonkul, CJ Worx’s managing director, said the Swopbox is a must-have item nowadays, and this creative product aims to be the alternatives for the climate change-concerned consumer and brands.

“Brands or general consumers could use Swopbox to deliver their IT gadgets and the receivers can use it repeatedly,” said Keeratiyutamonkul.

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