audacity bangkok merges classic Thai Health Promotion Foundation message into a new Who Wants to Be a Millionaire inspired film

audacity bangkok has created this new campaign for the Thai Health Promotion Foundation inspired by the game show, Who Wants to Be a Millionaire, and the Thai Health Promotion Foundation’s classic “Alcohol Gifting = Curse” campaign.

“Alcohol Gifting = Curse” is one of the most famous campaigns by the Thai Health Promotion Foundation. This campaign was designed to raise awareness about the negative effects of gifting alcohol and to discourage the practice in order to reduce the harm associated with alcohol consumption. Thai Health has been promoting this initiative for over 15 years, particularly during festive seasons like New Year.

Jon Chalermwong, Chief Creative at audacity, said: “Alcohol Gifting = Curse has been promoted for many years, so we felt it was time to refresh and evolve it. Thai Health and audacity collaborated to create a new perspective: ‘No one gifts alcohol anymore, no matter what.’ This was demonstrated through a game show scenario, asking: ‘Even in a highly tempting situation, like answering the Million Baht Question, would Thai people do something unpredictable?'”

Credits
Agency: audacity, bangkok
Client: Thai Health Promotion Foundation
Chief Creative: Jon Chalermwong
Creative Director: Pisut Nirodsil
Art Directors: Anak Maduasuan
Copywriter: Monlisa Sirikhantanon
General Manager: Witsawut Nuchpoom
Account Director: Jitlada Detchuchai
Account Executive: Kanyanat Riddhisinha
Production House: The Tank