Krungsri First Choice and MullenLowe Thailand’s Mother’s Day video awarded Creative Cultural Award 2018 by Thai Prime Minister
Thailand’s Cultural Ministry and Prime Minister has recognised the Mother’s Day campaign film by Krungsri First Choice and MullenLowe Thailand as ‘Best video clip of the year’ in the Creative Culture Awards 2018.
Mother’s Day is widely celebrated in Thailand, and much like the Super Bowl, is a stage for brands to leverage the buzz and get noticed by creating great brand campaigns.
Krungsri First Choice is a credit card and personal loan brand under Bank of Ayudhya, commonly referred to as Krungsri Bank. Krungsri First Choice and MullenLowe Thailand partnered with one another to build lasting impressions and connect with brand followers in a meaningful way.
The 2018 Mother’s Day campaign by MullenLowe Thailand and Krungsri First Choice was built on a simple yet important premise, and carried an authentic message – that “Mothers Come First”.
The “Mothers Come First” video was launched online on August 10, 2018 during Mother’s Day week. An emotional tear-jerker, it engaged over 8 million viewers across the country, reminding them that mothers come first always, and to not forget their mothers when life sometimes gets in the way.
The video was given the prestigious title of ‘Best video clip of the year’ by the Cultural Ministry of Thailand, and the award was handed by the Prime Minister of Thailand on December 26, 2018.
Nayanee Peaugkham, Managing Director of Ayudhya Capital Services Co., Ltd., said, “Like most Asian cultures, Thais have deep-rooted family values and close connections with their parents. Mother’s Day is a time for children to show their appreciation and pay tribute to their mothers.”
She continued, “It’s an honour for us to be able to play a part in bringing an important message to millions of people in the nation. To be recognised by the Prime Minister and Cultural Ministry of Thailand is simply a wonderful bonus.”
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