GREYnJ United Archives - MARKETECH APAC

Bangkok, Thailand – The Thai Health Promotion Fund (SSF) has joined forces with GREYnJ United to create a a mind-changing campaign, “The Second Life Helmet”, to raise awareness amongst new and existing motorcyclists of the dangers and consequences of riding without a helmet.

According to the SSF, approximately 12,000 people die in fatal crashes annually, and 74% of road deaths are motorcyclists. The lack of helmet use is the most common reason, as only 45% wear one, and many are negligent because they commute short distances within their neighbourhood.

Through this initiative, almost every rider receives a helmet when they purchase a motorbike. In collaboration with 32 motorcycle shops, a social experiment was carried out to observe the reaction of new motorcyclists who received a “helmet” to which a sticker was attached.

Moreover, the sticker on each helmet told a story as it was previously owned by “former riders” who no longer had the opportunity to use their helmet because they were involved in a fatal accident whilst travelling without wearing one. The helmets were donated by family members of someone who had died, hoping those who were made aware of the story would be encouraged to always wear a helmet.

Accompanying this campaign is a one-minute and forty-second film, which recorded the reaction of first-time motorcycle buyers when they received their helmet, read the stickers, and were then told the tragic details of how the original helmet owner met his death.

Sompat Trisadikun, chief creative officer at GREYnJ UNITED Bangkok, said: “The revival of helmets belonging to riders who have passed is a reminder for bikers to take road safety more seriously and to wear a helmet every time they ride. The so-called ‘nudging’ technique brings psychological insights that influence people’s behaviour, producing heightened feelings of loss aversion. As a result, road safety becomes a top priority in the bikers’ mind, and this reduces fatalities.”

Thailand – As a lifestyle product, you can always trust that a campaign on insurance is sure to touch hearts and ignite sentiment from the audience. Insurance group FWD in Thailand did just that but with a little spin-off of the usual creative films that are served by brands.

The twist isn’t one bit of a loud and attention-grabbing element, but a ‘slow burn’ or one that takes its time with a narrative – through the form of a ‘musicumentary’.

The campaign was created with creative agency GREYnJ UNITED Thailand, through its sister agency, Black&White, and instead of presenting a finished creative, the audience is taken to a 10-minute documentary, sort of a ‘behind-the-scene’, where a young composer has been briefed by FWD to develop a song for the campaign that would center on its slogan ‘Celebrate living’.

So instead of just surprising the audience with the song itself, FWD shows the ‘meaning of life’ through the journey of the young composer in finding the ‘right lyrics’.

In a true depiction of one’s creative process, the composer grabs a notebook and starts drawing inspiration from social media and memories. As the young man deep dives into the different people he sees on social media, he starts to reflect on what the real meaning of life is. He looks into a couple playing with dogs, a woman enjoying a meal, a man indulging in a massage, and another woman energetically exercising in a gym, as well as a group of friends having fun and a father taking care of his child.

In the end, still with no lyrics in hand, the composer takes one last shot on an elderly that has met a car accident, losing her ability to feel on one side of her face. In the film, the retired senior is shown to have lost all hope but is slowly getting back up through the power of music, and playing the guitar.

“Music healed my muscles…it healed me,” she says.

With this, the film comes to a conclusion with the composer’s realization that after all his search for the ‘meaning of life’, in the end, it’s simply a call to just “live it.”

He looks back at the people he has taken as study and realized that to live a good life is to simply continue enjoying the things that the said people are already doing – to eat, play with dogs, get a massage, dance, and live with the people we love.

GREYnJ UNITED Thailand shared that the campaign’s aim is to shift the industry’s norm and change the way people feel about insurance, something which is typically built on fear tactics and even distrust.

“The combination between music and good storytelling allows the brand message to take center stage of the audience’s hearts effectively. It’s another way to encourage people to nurture a passion for life and empower people to live life to the fullest without hesitation,” said the agency’s Creative Director of Black&White Arnon Kantawang.

The campaign is an integrated communication and will cover TVC, outdoor media, radio, and online film targeting people in ‘Segment G’, those that are young at heart, creative minded, and aged between 18 and 35.

Pavarisa Chumvigrant, chief branding, and communications officer at FWD Thailand, said, “GREYnJ UNITED via Black&White showed us its expertise in both strategic planning and creative excellence. They truly understand FWD’s initiatives on empowering people to celebrate Living and our vision in changing the way people feel about insurance.”

Black&White’s Business Director Sureeporn Kulchotehirun also commented that the life insurance market in Thailand is highly competitive, and therefore a strong brand presence and trustworthiness are becoming a key consideration for customers.

“We’re pleased to partner with FWD and leverage our creative expertise to address the business problems of this challenger brand,” said Kulchotehirun.

In January of this year, FWD in Singapore has also picked creative agency Grey to manage its integrated and creative campaigns.

Bangkok, Thailand – Thai property developer Ananda Development, together with advertising agency GREYnJ United, has released a short music video ‘Urban Hero’ which aims to send a rush of hope and boost the morale of Thais by acknowledging Thais’ courage during these trying times.

While Thailand is looked to early on as one of the model countries in managing the virus, currently, it is now dealing with the third wave of COVID-19 infections. People are stressed and overwhelmed as the pandemic takes hold once again with the government forced to implement semi-lockdown restrictions.

The 45-second film features a montage of locals going on about their daily lives trying their best to make sense of a normal routine.

The song was performed by the country’s aspiring rapper OG Bobby. OG Bobby was born in Thailand but was raised in Florida, United States. He pursued his rapping career by going back to his birth land and joining record label Hype Train. Bobby is known for his song ‘Aye Aye OG’.

‘Urban Hero’ by OG Bobby tells of the current life that while difficult and uncertain, people are still managing the best they can, making them real-life heroes on their own. The song features an upbeat tune with lyrics portraying human resilience, hope, and optimism.

Asawin Phanichwatana, the deputy chief creative officer at GREYnJ United, shared that every story can be inspiring, and it resonates with the concept of an ordinary hero.

“Everyone is a hero, especially in these times, and we are each the hero for our own story,” said Phanichwatana.

The ‘Urban Hero’ music video has been released across multiple digital platforms.