CJ WORX Thailand and THAIDET inject modern ‘Thainess’ into new campaign

‘THAIDET’ is a local brand that showcases the best of Thailand’s wisdom through its products, available at THAIDET shops. This initiative is a commendable CSR project that supports local communities and preserves Thai heritage by offering products with rich stories from all over Thailand.

CJ WORX believes their job isn’t just to say, “Hey, we have a brand called ‘THAIDET.'” Their stated mission is to make Thai products so cool and stylish that even new generation scan’t resist.

“We want buyers to feel proud and excited, thinking, “I’m buying this because it’s awesome,” not just because they want to support a cause. So get ready to fall in love with Thai products that are not only worth using but also worth bragging about,” said CJ WORX Saharath Sawadatikom.

“DET” in Thai translates to excellent, cool, superb, fantastic. Therefore, the agency brought the vibrant elements of a Very Thai Culture into every aspect of this campaign, aiming to inspire everyone to see that today’s Thainess is cooler and more worth buying and using than ever before.

CJ WORX worked with production house, Phenomena to make sure every frame of this film is a canvas of creativity. A vibrant kaleidoscope of ‘THAIDET’ unfolding before your eyes, weaving together the rich tapestry of modern Thai culture in a mesmerizing and unforgettable way. From the bustling streets of Bangkok to the tranquil landscapes of the countryside, each scene is inviting viewers on a journey of discovery and delight. This isn’t just a movie – it’s an immersive experience that captures the essence of Thailand like never before.

Sawadatikom said when the campaign launched it sparked a wave of excitement and innovation among the new generation in Thailand.

“THAIDET emerged as the epitome of Thai coolness, capturing everyone’s attention and surpassing all expectations. The campaign went viral across Thailand, with THAIDET products becoming social media sensations and demand soaring to unprecedented levels, almost overwhelming production capacity. But the real game-changer wasn’t just the campaign itself – it was how the ‘THAIDET’ brand was perceived. No longer just a brand selling local products, THAIDET became a symbol of blending traditional Thai life and wisdom with the modern coolness of today’s era, resonating deeply with people. It’s not just a brand; it’s a lifestyle that connects with the spirit of this era like never before,” said Sawadatikom.

Credits
Agency: CJ WORX Bangkok
Creative Chairman & Founder: Saharath Sawadatikom
Creative Director: Saharath Sawadatikom, Palap Sa-Ngiam
Copywriter: Danuphon Dokbuaklang, Palap Sa-Ngiam
Art Director: Siraphop Apinuntasart,Saharath Sawadatikom
Agency Producer: Nutwara Methapitaksakul
Managing Director: Chawana Keeratiyutamonkul
Senior Account Director: Suchanan Pumsawat
Associate Business Director: Worawalan Pornphichitpan
Production: PHENOMENA
Film Director: Kanin Chandrasma
Film Producer: Supanit Areewong
Assistant Director: Pongpon Sawangvong
Production Manager: Sureenuch Kietsaroch
Director of Photography: Pasit Tandaechanurat
Art Director: Wittaya boonvitichot
Prop Master: Teerasak Pradidteera
Casting Director: Naroupat Pintakhum
Wardrobe Stylist: Borvornluck Thitianantachat
Location Manager: Chatatep Sunthonsing
Post Producer: Tanyapat Kiatchaisakul
Editor: Piyanan Sueksakarn
Assistant Editor: Dech Panprasert
Assistant Director: Pongpon Sawangvong
Post House: ONE COOL Production
Post House Producer: Therdsak Buapian
Colorist: Tuchtram Thientawach
Online Artist: Suppakorn Thungsin
Computer Graphic: Second Image
Music Composer: Terdsak Janpan / Banana Sound Studio
Sound Engineer: Wuthichai Karnchanakan