BBDO Bangkok’s new campaign turns Roojai’s Kangaroo into a symbol of protection

Roojai Insurance is one of Thailand’s most memorable insurance brands, known simply as “the Kangaroo Insurance.” For more than 10 years, its iconic Kangaroo mascot has been jumping in to protect people whenever car-related incidents occur. That’s why the Kangaroo had become inseparable from car insurance, the category Roojai was best known for.

To expand beyond car insurance, BBDO Bangkok didn’t introduce new products through rational explanations. Instead, they placed the Kangaroo into everyday situations where people face different kinds of risks, proving that if it could be trusted to protect your car, it could protect your life too. By making the Kangaroo show up wherever protection was needed, BBDO Bangkok and Roojai Insurance transformed it from a car insurance mascot into a universal symbol of protection.

As Roojai expanded into Cancer Insurance, Travel Insurance, and Personal Accident Insurance, BBDO Bangkok and Factory01 set out to shift Thai people’s perception of the Kangaroo from a symbol of car insurance to a symbol of protection against every kind of risk, in the campaign “Do Not Take Risks Without Kangaroo.”

A series of humorous films showed the Kangaroo unexpectedly appearing whenever people encountered everyday risks, turning insurance commercials into brand entertainment.

Credits
Agency: BBDO Bangkok
Chief Creative Officer: Pathida Akkarajindanon
Creative Direction: Chanikarn Sitthiaree
Creative Group Head: Sasitorn Khamchoo
Senior Copywriter: Patiphan Srilapan, Chananchida Pattarakiatikun
Art Director: Pornsawan Kongsinthaweesuk
Group Business Director: Taksina Vasaruchapong
Business Director: Mira Komolwanich
Account Manager: Ivy Phinyothananon
Senior Account Executive: Waneenat Sangramphaiwigee, Napatsaporn Sindhurattavej
Head Producer: Toungrak Chiravatanarungsri
Producer: Paramee Soontornwuttinun
Project Management: Kanokwan Kaewkern, Thananya Tagoporn

Production Company: Factory01 (FO1 Co., Ltd.)
Director: Wuthisak Anarnkaporn
Assistant Director: Mattanee Uajarernsup, Chaninart Chuehom
Executive Producer: Rungtawan Nanthasaen
Producer: Kitsiri Karunanon
Director of Photography: Abhisit Prasongsup
Gaffer: Wichian Jomklang
Production Manager: Boonsita Limprasert
Production Assistant: Warunee Khirirat
Location Manager: Nisakorn Ngaosri
Location Asst.: Kanit Yodpanya, Akin Natjirapat
Art Director: Wanlop Plumsee
Assist Art Director: Phurinut ajana
Props Master: Sarunyu Tichampa

Art Crew:
Chatchawal Sornwong
Boonyarit Samnam
Chutiphon Singsuksri
Burin Khotsuwan
Yadaporn Putthawon
Thanet srangsoke
Sirapop peput
Yuttana Ruchapittaya

Casting Director: Pornthip Mutisom
Asst Casting Director:
Kotiya Tayuken
Tanyanan wannawong
Jaruke patprasert

Stylist: Thida Rosthip
Assistant Stylist:
Kanonporn Rabiebnaveenurak
Proudpitch Chachavalnanont
Make Up Artist : Kasama Sanongkhunworakul
Hair Stylist: Sumalee Ngampring
Camera Equipment: Alan Camera Co., Ltd
Lighting & Grip Equipment: Tang Lighting
Rigging: Mr. Rig Co., Ltd
Post Producer: Apichaya Yueprayong
Editor: Chalermchon Natipat
Assistant Editor 1: Marisa Nantawong

Colorist: Tuchtram Thientawach

Post Production: One Cool Production
Post Producer Posthouse: Therdsak Buapian
Flame Artist: Nantachai Samaphutti
Asistant Online Artist: Danai Payattapong

Generative AI & VFX Production : Inbetween Co-creation Co. Ltd.
Generative AI & VFX Supervisor
Chaninart Sangrawee + Phichayaphon Suwansomboon

Color Pipeline
Sessthamon Sonsit

VFX & Motion Graphic
Sompon Kadsanith

Sound Production: Mellow Tunes
Sound Producer: Yada Srirasant, Nattakarn Boonthanom
Sound Engineer: Artit Vongmetta
Assistant Sound Engineer: Supavit Kumkoon
Annoucer : Wuthisak Anarnkaporn
Catering: Oil Catering
Craft Service: Cheronetar
Unit: Termsub
Van: Batman Team