Although the name Youngster BKK conveys an image of a new generation Thai ad agency, that doesn’t mean they only create advertising campaigns for the young generation. Youngster BKK recently took on a residential project for the elderly which the primary target group is retirees aging from 50 years and older.
MQDC created the first high-class Active Senior Living Community in Thailand, The Aspen Tree, with world-class well-being standards for the elderly.
The challenge that came with it was changing the perception of nursing homes, which is mainly negative. Many Thais believe sending their elderly loved ones to nursing homes reflects to how they take care of their elderly. In addition, they believe that nursing homes in Thailand do not take good care of their loved ones.
“If we want to change something new, we must not stick to the past.” This is the start of the communication campaign’s main idea, a true elderly insight that often recounts their sweet past and stuck with their old beliefs that the best time in their lives has passed.
The campaign strategy aims to change the old beliefs of the elderly who are stuck retelling their past by giving new reasons and showing that their retirement moment is the most liberating moment in their lives.
It’s time to try something new – Let life pave to many newer exciting and interesting stories.
The campaign asks “what will you choose between? Keep talking about the past, or start a new chapter in life.”
Youngster BKK collaborated with Triton and Fimidi Hutton production house to convey the elderly’s adventurous story done in the most cinematographic film. With its exciting plot and twists, it’ll give you a new belief about life after retirement.
Brand: The Aspen Tree at The Forestias by MQDC
Client: V Before Me Corporation
Agency: Youngster BKK
Executive Creative Director: Boonasak Bunnahirun
Creative Director: Nattawut Sittiwaraphan
Creative Group Head: Suparkorn Kansamread
Art Director: Supakorn Woraphatphawan, Pilan Subhasri, Suparkorn Kansamread, Boonasak Bunnahirun
Copywriter: Anagorn Phromratanapongse, Norawit Saratsamith, Nattawut Sittiwaraphan
Business Director: Onsiri Thanibutra, Arunee Rueangwattanaporn
Agency Producer: Serene Witayanupapyuenyong
Production House : Triton / Fimidi Hutton
Director : Paphangkorn Punchantarak
Director of Photography: Thrinnanon Samrej
Executive Producer : Thacksakorn Pradubpongsa
Film Production Producer : Kochawan Plobyon
Asst. Director : Natavan Tocharoenvasin
Post Production : The Post Bangkok
Editor : Patcharee Tanprasitwat
Colorist : Siradhanai Phungnoi
Post Producer : Sakda Waratchaikan
CG : Joaquim Montserrat
Sound : Wild At Heart Studio
Music Composer :Rittee Joel Srichanwongse
Score Mixer : Peerawit Srianuwatphong
Re-Recording Mixer : Parnthep Puranasukon
Sound Designer : Kanin Upanun