Sting and Leo Thailand launch ‘Restination’ campaign to combat Songkran fatigue

Songkran, Thailand’s traditional New Year, is a time for water fights, family reunions and road trips as Bangkok empties out, and highways fill. Unfortunately, it’s also a time when traffic accidents and fatalities surge due to driver fatigue.

Despite endless government signs urging drivers to rest during long trips, most people zoom past them, believing a few yawns are no big deal.

So, when Sting Energy Drink asked Leo Thailand, part of Publicis Groupe Thailand, to address this issue, the agency turned to the heavens, asking: What if the call to rest didn’t come from humans… but from the supernatural?

Introducing “Sting Restination” — a campaign where tired drivers can meet gods, goddesses, and mischievous spirits at “Shrines of Fun Rest,” commanding them to pull over, recharge, and refresh, all in Sting’s true “Fast & Fun” style. Drivers could chat with gods and spirits, enjoy mini-massages, get surprise blessings from real monks, and of course, enjoy free Sting energy drinks to keep their spirits (and bodies) energized.

“In Thai culture, gods and spirits play a significant role in everyday life. Many people believe these entities influence everything from health and safety to luck and travel. Offering red-coloured drinks to spirits is a common ritual, especially during festivals like Songkran, when people seek extra protection. This cultural belief made it especially fitting to blend spirituality with a road safety message in our latest campaign for Sting,” says Nutthawut Amkamsong, Creative Group Head, Leo Thailand.

Sting also summoned the power of TikTok, engaging top creators to craft a film where a fatigued driver faces a potential crash… until a brigade of angels, ghost kids, and divine beings intercept, leading him to a Sting pitstop, which saves the day (and the drive).

“In Thailand, many people are deeply superstitious – we make regular offerings at shrines and temples and go to great lengths to please spirits. So, who better than Thailand’s own gods and ghosts to help us keep drivers safe this Songkran? Not only did ‘Sting Restinations’ become must-visit stops, but the accident rate along our activation routes dropped for the first time in many years. Sometimes, even the gods say, ‘Rest fast. Play harder. Stay alive’,” says Anawat Sangkhasap, Chief Marketing Officer at Sting, part of Suntory PepsiCo (Thailand).

When the first ‘Sting Restinations’ opened, the buzz immediately went viral across social media and positive sentiment surged, with fans praising Sting for mixing tradition with modern fun. The campaign has achieved 90 million impressions to date.