Thailand – State-owned Thailand Post has released an online film in collaboration with advertising agency Grey Thailand in an effort to shift its vision from a postal service provider to an information logistics company able to undergo digital transformation. The film also expresses the company’s 141 years of operations as a competitive edge rather than a disadvantage amid the increasing need for technological efficiency.
Inspired by a true story, the three-minute film titled ‘You’re My Destin(y)ation’ adopts a humanistic approach as it tells the story of a young man who found new opportunities to reconnect with his grandfather after receiving a parcel shipped from him.
Charged with visual metaphors, the film also portrays Thailand Post’s growth and its new beginning through the miniature bonsai being taken care of by the young man.
The campaign’s key visuals also show the company’s shift from using animated figures to realistic design, incorporating natural colours and elements aimed to invoke emotional ties with its viewers.
“For a complex topic, visual metaphors can be a powerful tool to help convey complicated ideas in a more relatable way. At the same time, key visuals can also be effective with minimalistic design to simplify human recognition in a too-much-information world,” Thanyaluck Pongacha, creative director of Grey Thailand, said.