Nestlé Pure Life and TBWA\Thailand freshen up summer with a millennial approved music video
“Summer” is the liveliest in Thailand because it is the time when millennials come out to participate in various activities. This is especially true after the COVID-19 pandemic, as it is the first time in three years that they can do so. Many brands are therefore investing money to launch various campaigns in order to compete for their attention.
Instead of spending a huge amount of money to compete with other brands, Nestlé Pure Life has released a summer campaign to become an entertainment that is part of Millennials’ summer life. TBWA\Thailand created a branded song with every detail of the song thoughtfully designed based on what Millennial likes.
It became “Hot or Cute”, a T-POP style song with a cute beat and easy-to-listen-to melodies. Starting with collaborating with a famous T-POP songwriter named “Amp Achariya”, who had composed many hit songs popular with a millennial, TBWA\Thailand chose “Bonnadol” who is one of the hottest singers on social media as the singer to sing the song. Moreover, the lyrics were written in a witty wordplay style, with a catchy and relatable message to summer’s lives. However, the brand’s message was still conveyed thoroughly. Including dance moves to accompany the catchy chorus, so that the song is more listenable and can be used as content for social media during the summer.
After releasing the song and the official MV on social platforms, the MV reached millions of views within a week. The song was even used organically on TikTok and generated 900K, and the song became the #1 trending song on TikTok in April. In the end, Nestlé Pure Life became a part of millennial summer life.
Credits
Client: Nestlé Pure Life Thailand
Agency: TBWA Thailand
Creative Chairman: Veradis Vinyaratn
Chief Creative Officer: Chanatthapol Tiensri
Creative Director: Panupak Siripakdee
Copywriter: Karin Jiratananon
Art Director: Pawanrat Koonprugsakul, Bhumtharatch Samathi
Chief Executive Officer: Chakrit Tachanaparak
Business Director: Wilasa Klangnarong
Associate Account Management Director: Piyathida Meeklin
Account Executive: Mesmunin Krutjon
Agency Producer: Weerawit Thitimethapirom
Head of Strategic Planning: Worawin Ratanasupawong
Strategic Planner: Khemana Promraksa
Creative Secretary: Khattiya Pobwandee
Songwriter/music producer: Achariya Dulyapaiboon
Music Composer: Prateep Siri-Issaranan
Singer: Nadol Lamprasert
Production House: Phenomena
Director: Kanin Chandrasma
Producer: Supanit Areewong
Editor: Apichet Jaruteerachon
