Thailand’s Snack Jack provides simple solutions to life’s complications in new campaign
Award-winning creative hotspot Adapter Digital has teamed with client Hanami Foods, Inc. to create a new campaign for their beloved “Snack Jack” line of vegetable crackers. With a 40-year brand history of promoting goodness and positivity, the new campaign was crafted with a Gen Z audience in mind. Writes Mikhail Lecaros.
From the proliferation of fake news, to the never-ending social, political, and cultural struggles of everyday life, the need to maintain a positive attitude has never been more critical to ensure mental and emotional wellness. Built on the insight of simple solutions for complicated problems appearing once positivity is applied, the campaign features two online films, “Bomb”, and, “UFO”, with the first episode ending on a teaser for the second.
The films feature exaggerated depictions of citizens reacting to problems in typically Thai fashion: for the first film, a family faced with a literal bomb is too distracted by social media apps and fake online solutions before their daughter tells them to just yank the batteries. In the second film, scientists’ and ineffective government officials’ failure to communicate with a UFO sends the terrified populace to a psychic, while a child decides to just speak with the invaders directly.
In both cases, a child is able to come up with the easiest, most straightforward solution to the problem, simply by sidestepping negativity and overthinking (while enjoying the delicious flavors of Snack Jack!). With compelling narratives to keep viewers on the edge of their seat, and the client’s product incorporated organically into the storylines, the campaign represented a win-win for everyone involved. Since launching on August 18, Snack Jack’s films have been viewed over 48 million times, generating over 100 million impressions as one of the country’s most talked about campaigns.
Endlessly entertaining, and packed with subtle social commentary, the films deliver on Snack Jack’s mission of motivating people through positivity, while refreshing the classic brand for a new audience. While everyday life may not be any less complicated or toxic than it was before the campaign, it definitely never hurts to face unexpected complications with a good snack in hand.
Life could be as simple as that.
Credits
Advertising Agency : ADAPTER DIGITAL AGENCY
Chief Executive Officer : Atawoot Wesaranurak
Managing Director : Chaowalit Vichayachakorn
Executive Creative Director : Supparat Thepparat
Creative Director : Rattiya Suphatanasilpa
Creative Group Head : Natthaphol Hirunlikid / Vichai Kiatjaroonsiri
Copywriter : Chayaphat Visarnbuchanee
Art Director : Thanaphorn Sroyphuraya
Head of Communication Strategist : Dacha Ramjan
Associate Strategic Planning Director : Chanya Sutthienkul
Strategic Planner : Monchanok Boonyawannakul
Head of Production : Kodchaporn Rattanachan
Head of Project Management : Worawut Rojanapradap
Senior Project Executive : Krittika Jindasiri
Head of Account Management : Penrawee Itthirojanakul
Group Account Director : Yosathorn Srirojanant
Senior Account Executive : Nutnicha Wongtangcharoen
Film Production Company : Suneta House
Director : Teerapol Suneta
D.O.P : Chalongwut Chorruangsak
Gaffer : Phongthep Phusawang
Executive Producer : Rujirat Suneta
Film Production Producer : Chanapa Ployarunrung
Asst.Director1 : Napat Vorasuk
Casting : Narissara Makmane (Por)
Editor : Sarawut Kaweethammawong
Colorist : Nuttacha Khajornkiatsakul
Flame Artist : Thannawit Jiasuppibul
Post-Production Producer : Kittipong yuyo
Sound Production Company : Sound Space
Sound Engineer : Danai Suthamcharee
