C.P. Group releases touching film via Ogilvy Thailand to revitalise the value of gratitude among Thais
C.P. Group and Ogilvy Thailand have released a new film titled “Beautiful Run”, that shows how gratitude can take a person through adversity. The film is a bid by the brand to restore the value amongst the new generation of Thais, and follows the the film named ‘Gratitude’ launched by the brand in 2018.
This film tells a story of a young disabled girl who runs a marathon to earn much needed money to support her father’s medical expenses. She is symbolic of people who may lack almost everything but know the values of the only thing they have and try their best to protect it. Her gratitude towards her father results in her winning the marathon – making the impossible possible.
Panu Meepaibul, Creative Director, Ogilvy Thailand said: “Beautiful Run delivers a fresh take on the subject. Our research revealed that today’s busy lifestyles and challenging circumstances can result in some values being forgotten. We want people to see the possibilities of how gratitude can have a positive effect on their lives. This film aims to illustrate that gratitude can really make miracles happen.”
Gratitude is a primary cultural value that has long been instilled in the Thai way of life. This film was created to reflect C.P. Group’s belief in the importance and origin of gratitude – that the value is essentially formed in the family and then spread into the wider society as a crucial quality for success and growth.
Client: Charoen Pokphand Group (C.P. Group)
Agency: Ogilvy Thailand
Chief Creative Officer: Nopadol Srikieatikajohn
Creative Director: Panu Meepaibul
Copy writer: Bank Rungchaya
Art Director: Jutarat Kongton
Group Strategy Director: Sasipa Mongolnavin
Senior Associate: Kamemachat Kwaipun
Business Director: Tuangyos Charoensiri
Account Director: Suwimol Suthanya
Producer: Yuthapong Varanukrohchoke
Production House: Sunshine Etcetera Co.,Ltd.