TBWA Thailand\Juice captures TOA’s enduring impact with ‘The Life of Paint’ campaign
A year-long photographic series commissioned by TBWA Thailand\Juice documents how Thai communities creatively repurpose TOA buckets, reflecting the brand’s cultural imprint.
TOA Paint marks six decades as an integral part of everyday Thai life. In partnership with TBWA Thailand\Juice, the brand introduces ‘The Life of Paint’, an unconventional tribute highlighting the brand’s enduring influence.
Rejecting flashy branding or grand gestures, the campaign authentically documents how empty paint buckets find new purposes across diverse Thai communities.
Through a year-long photographic journey spanning Thailand, from fish markets, roadside eateries to industrial areas and temples, the buckets appear as subtle but constant presences, repurposed naturally in daily life, long after their original use.
The photographic series offers an understated yet compelling look at genuine moments that often go unnoticed, capturing the quiet cultural resonance of TOA’s presence. More than just a paint manufacturer, TOA emerges as a brand whose legacy quietly shapes everyday moments.
Credits
Client: TOA Paint (Thailand) Public Company Limited
Product/Brand: TOA Paint
Agency: TBWA Thailand\Juice
CCO: Veradis Vinyaratn, Peter Khoury
CEO: Phannika Vongsayan
Executive Creative Director: Chanatthapol Tiensri
Creative Director: Pakornkrit Khantaprab, Kunanun Manusutthipong
Copywriter: Veradis Vinyaratn, Chanatthapol Tiensri, Pakornkrit Khantaprab, Kangsadan Boonraksa
Art Director: Peter Khoury, Kunanun Manusutthipong, Bunyaporn Yasa, Veerisa Leewattanakit, Punnapa Chevavimon
Agency Producer: Tarinee Limthongskul
Other Credits: Wilasa Klangnarong (Head of Account Management), Nuttiya Sukkeha (Associate Account Management Director), Parin Tantirattananon (Senior Account Executive)
Production House: Le Photographe Bangkok
Photographer: Virunan Chiddaycha
Producer: Nartnada Sukchanthor
Assistant Photographer: Vutthikorn Sanprasert, Wattanachok Chumkua, Surapun Thussanasriworakarn, Watanyu Sangkarton, Sakdinon Duangchan
VDO: Jirapat Rojvisuttinun, Tawan Sirpaprapathum, Nichapha Nanthawong
Editor: Adisorn Phrombut, Jutamas Saijunda
Account Executive: Kanyarat Samudkojorn
Project Manager: Chotita Saiyud, Kanyasiree Siripong
Location’s: Apinan Kongsupalux, Sutthida Kongsupalux, Suda Singlor, Sorrathon Sakulthamarom, Prasertsak Ketsit, Ratchawit Teetinannitchakul
Team Art: Rungkan Chomduen, Nuttapong Jhettirachot, Pruksathip Sawantrat
