Taste the Unexpected

Our task was to raise awareness of the product’s premium credentials outside of Thailand, and develop an integrated campaign that elevates the brand as THE premium imported Thai beer across South East Asian markets.

The campaign targets male beer drinkers aged 21 – 35 across the South East Asian region and showcases Chang Beer in a completely new light that avoids the usual clichés and stereotypes.

The campaign centers around a group of close friends enjoying Chang Beer on a spontaneous night out in cosmopolitan Bangkok. And with each toast of Chang Beer, an otherwise average evening unexpectedly progresses into a series of amazing and memorable experiences.

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