Following the successful launch of the new bottle and liquid, Chang needed to uplift consumer perceptions with a big brand campaign.

Historically seen as the old mans beverage, Chang needed to build an emotional connection with young Thai guys – in a dark market where the actual product cannot be shown.

Couples have their special song and so do close friends. There’s that song that they love to sing together and it always raises their spirits. That’s their squad anthem.

The campaign follows the journey of one group of friends and tells the story of their close friendship, all told through their song. It is an emotional rollercoaster full of joy, milestones and hardship that shows true friendship over time.

Seen all over Thailand for 6 months, the campaign launched via Facebook Live and rolled out across TV, Cinema, OOH, print, digital and social.

Image 1 Image 2