Sour Bangkok uses censorship to ignite national conversation for Girl from Nowhere The Reset
As hot as the daily news, Girl from Nowhere, the long-awaited return of the iconic series fronted by Nanno, has reignited public conversation with a bold and unconventional launch campaign created by Sour Bangkok.
To introduce the new season, “Girl from Nowhere The Reset” dropped bombs across Bangkok through a citywide billboard campaign featuring six provocative “school news” headlines, each with the school name deliberately censored.
True to the DNA of the Girl from Nowhere universe, where episodes have long drawn inspiration from real societal incidents, the campaign transformed the narratives of all six episodes, set across six fictional schools, into six explosive news headlines displayed on billboards across the city.
The stories reflect issues deeply familiar to Thai audiences: from corruption leading to a building collapse, school bullying, hidden-camera crimes, and influencer backlash, to election cheating. Released at a moment when public attention was already heightened by Thailand’s election, the campaign tapped into the real-time national conversation.
Its impact was further amplified by one striking device: censorship. By concealing the names of just six schools, the billboards triggered curiosity and speculation – implying that scandals like these could happen anywhere.
Driven by its unapologetic intensity and its ability to speak on behalf of society, the impact was immediate and international. On the first day of the season’s announcement, “Girl from Nowhere The Reset” reached No.1 on global trending charts on X. Premiering on March 7, with the UNCUT version streaming on oneD and globally on Netflix.
Credits
Agency: Sour Bangkok
Client: Gingerx Studio
Chief Creative Officer: Damisa Ongsiriwattana
Executive Creative Director: Thamakorn Ruchakityanon / Nopparath Eksuwancharoen
Creative Director: Warangrat Rattanabumrung
Creative Group Head: Sitta Chandarawong / Phoobeth Thitinavakul
Designer Group Head: Montol Kawjang
Art Director: Phanraphee Phonsawang / Thirawat Prasertsang
Copywriter: Warangrat Rattanabumrung / Nicha Witayapaisitsan / Passawut Prasitworanun / Arissara Suvarnasuddhi
Designer: Lalunlorn Bunsermsong / Ratta Srisong
Managing Director: Pimmard Leenutaphong
Account Director: Somruetai Sanchayakorn
Senior Account Executive: Khomkrit Samphaongoen
Account Manager: Mashanoad Phinyothanon
Head of Media: Napas Warasestasak
Media Planning Director: Rattanakorn Somprasopsuk
Media Buyer Manager: Pornpavee Punyahom
Senior Media Buyer: Jiraphat Chaithongkham
Media Buyer: Jitsopin Janwilai / Pornpitcha Nakornsri
Performance Media Specialist: Kanokpit Phrompat
Producer: Woraphicha Karpkert
