#BFKB

As its passionate purpose, Chang Beer celebrates friendship. Following the success of the #oursong campaign, we wanted to delve deeper into the idea of friendships to capture and celebrate something more authentic.

For this latest campaign, we recruited Thai superstar Weir Sukollawat Kanarot and retold the true story of his success thanks to his best friends. The film takes place in two different decades, one in their university days when his friends helped him get discovered, and the other in the present day when Weir helps convince his friend to follow his dream.

The full film was released online with cut-downs for TV, outdoor digital, and pocket TV.

The campaign hashtag #BFKB (Best Friends Know Best) immediately became the #1 trending hashtag on twitter. To date, feedback has been 100% with over 650k engagements and 59 million impressions.