Hakuhodo First and Toyota turn speeding into a conscious choice in Thailand road safety film
In a country where road accident fatalities remain critically high, Toyota is taking an uncompromising approach to road safety. Under its long-running White Road initiative, the brand has launched a new film titled “Appointment”, created by Hakuhodo First and directed by acclaimed Thai filmmaker Wuthisak ‘Un’ Anarnkaporn of FACTORY01.
The film challenges the deeply ingrained belief that accidents are unexpected. Instead, it reframes speeding as a conscious act, suggesting that when you speed, you are effectively scheduling an accident.
Told through the voices of people who already know what will happen, the film calmly describes the crash before it occurs, exposing how a split-second decision can spiral into irreversible loss. Avoiding the tone of a traditional public service announcement, the work adopts a cinematic, emotionally direct approach – positioning Toyota not just as an automotive brand, but as a leader in behavioural change.
The campaign closes with a stark reminder: Before it happens, you can still change the result. Toyota White Road – Save lives. Stop speeding.
Credits
Client: Toyota Motor Thailand
Creative Agency: Hakuhodo First
Chief Executive Officer: Chutima Wiriyamahakul
Executive Strategic Director: Wareemon Benjapong
Executive Creative Director: Asawin Phanichwatana
Creative Group Head: Boonvivat Jitniyom
Senior Copywriter: Teerawach Petchlamnam
Client Service Director: Yamonpat Thengsubsai
Account Director: Kanchaporn Kootrakool
Producer Agency: Ratchaphum Wannaphong
Film Production Company: Factory01
Director: Wuthisak Anarnkaporn
Assistant Director: Mattanee Uajarernsup
Assistant Director: Pornpong Wongwatpong
Executive Producer: Rungtawan Nanthasaen
Producer: Sawanya Jumchart
Production Manager: Boonsita Limprasert
Director of Photography: Natdanai Naksuwarn
Camera Equipment: Alan Camera Co.,Ltd
Stylist: Thida Rosthip
Casting: Pornthip Mutisom
Sound Recorder: Patthapok Nimsane
Art Director: Wanlop Plumsee
Post Producer: Wipawaee Khirirat
Editor: Chaleamchon Natipat
Sound Engineer: Nopawat Likitwong, Pawat Weerasethakul
Sound Company: One Cool Sound Studio
Colorist: Tuchtram Thientawach
Flame Artist (Online VRE): Nantachai Samaphutti
Post Production Supervisor: Therdsak Buapian
Post Production: One Cool Production
