TBWA Thailand\Juice + Central Pattana spotlight the human stories behind 45 years of growth

Central Pattana is Thailand’s leading retail property developer with a nationwide ecosystem spanning malls, residences, offices, and hotels. This year marks the 45th anniversary of Central Pattana’s business journey – a perfect opportunity to celebrate with customers, partners, tenants, and everyone who has been part of the brand since its inception.

At the heart of Central Pattana’s success is the enduring bond it shares with the people. With decades of close relationships and deep connections with people, Central Pattana is not just a property developer building malls or towers. For Thais, it has become a central part of life. Many have grown up with Central, and countless major national brands had their beginnings within Central Pattana’s spaces.

Working with TBWA Thailand\Juice, the team redefined the strategy: instead of celebrating the brand’s achievements, the 45th anniversary campaign would celebrate the stories and successes of the people who have grown alongside Central Pattana.

“45 Years of Central Pattana, Proud to Develop”
This campaign celebrates the stories of the people around us. It began with a film that captured genuine happiness from people across Central Pattana’s projects — filmed without staging and filled with real, unscripted moments.

This was followed by a series of content created to highlight the stories of partners, tenants, and brands that have grown together with Central Pattana. Altogether, the campaign was designed to celebrate the people who have been connected to the brand since its founding.

Once launched, the campaign became a spark that inspired Thai people to share their own memories of Central Pattana.

Everyone in Thailand has countless good memories tied to Central Pattana, and our campaign unlocked these stories, sparking a wave of social sharing. Most importantly, 100% of the conversations about Central Pattana were positive.

For Central Pattana and TBWA Thailand\Juice, these feelings and expressions from people are the greatest pride in creating this campaign.

Credits
Agency: TBWA Thailand\Juice
Chairman: Veradis Vinyaratn
CEO: Phannika Vongsayan
Deputy Chief Creative Officer: Chanatthapol Tiensri
Creative Director: Pattarapong Lapjarupong
Creative Group Head: Nalin Viroonhatham
Art Director: Tanapol Phucharoen
Art Director: Kornpreeya Riengrod
Copywriter: Dalarna Kampeerapai
Deputy Chief Strategic Officer: Worawin Ratanasupawong
Associate Planning Director: Pongpipat Tamavichit
Strategic Planner: Samatchaya Mojanakul
Business Director: Wilasa Klangnarong
Senior Account Director: Nattapol Wongchantarasak
Account Manager: Pitchapa Wong
Producer: Vissara Hirunwatsiri, O Krudpoo

Central Pattana
Nattakit Tangpoonsinthana: Chief Marketing Officer
Pornwadee Rocharungsat: Head of Corporate Marketing & Communication
Prayer Kavitanon: Head of Content Marketing
Sutumma Charoenchasri: Head of Corporate Marketing & Branding
Umporn Chaiporntrakulkit: Head of Communication – Key Account 2
Ekalak Vorranartpankul: Art & Creative Director
Ungkrit Balankura: Manager, Art & Creative

Production House: Ruenkieng
Director: Prateep Pinta
DOP: Naruphol Chokanapitak
Producer: Alawee Chooprawat
Online process (TC/VTR)
Going up
Sound production (Vo Rec/Finalmix)
Munich D

Key Visual Production House: VISIONARY