True Corporation and TBWA Thailand\Juice call for sportsmanship beyond the field
True Corporation has launched a new campaign, via TBWA Thailand\Juice, reminding humanity that fairness, humility and respect should guide life, not just sport.
In a time when winning often outweighs integrity and metrics overshadow meaning, True Corporation is turning the world’s attention back to a value that has quietly faded from everyday life: sportsmanship.
Across society, careers, politics and even personal relationships, the pressure to compete has made shortcuts feel normal and fairness feel optional.
True’s new brand film, launched ahead of the 2025 SEA Games hosted in Thailand, confronts this reality with a simple but universal provocation:
“What if life is the real game? And what if sportsmanship is how we choose to live it?”
While rooted in the cultural energy of the SEA Games, the campaign deliberately steps beyond sports. It reframes sportsmanship not as a rule of the game, but as a code for living, a discipline of ethics, empathy and humility in an increasingly polarized world.
The film explores moments outside stadiums:
• When honesty matters even if no one is watching.
• When humility matters even when applause gets loud.
• When fairness matters even when the easiest choice is the selfish one.
This repositioning challenges people everywhere, including students, leaders, workers and citizens, to rethink what it truly means to win.
Oliver Kittipong Veerataecha, Chief Brand Officer of True Corporation, said: “Sportsmanship isn’t a tactic. It’s a way of being. If more people lived by these codes of fairness, respect and humility, our society would be kinder, stronger and more human.”
True’s message is especially poignant at a moment when digital competitiveness, social comparison and global tensions are shaping behavior more than compassion or integrity.
Credits
Client: True Corporation
Agency: TBWA Thailand\Juice
