Yell Bangkok brings a buffalo into the office for Brice’s Thai launch
Malaysian wholegrain rice snack brand Brice has made its debut in Thailand with a surreal comedy campaign created by Yell Bangkok, using an unlikely cast of office workers, a buffalo and a scarecrow to introduce its baked rice puff snack to the market.
The film centres on an office worker surrounded by increasingly bizarre scenes, including a buffalo colleague, a scarecrow working as a security guard and employees threshing rice beside a photocopier.
While the surreal workplace suggests something is clearly amiss, the film’s final reveal shifts the focus to the product, with the protagonist wondering: “How can a rice snack taste this good?!”
Built around the tagline “A crunch so good, you’d ask how”, the campaign plays on the familiarity of rice as a staple in Thailand while challenging expectations of how a wholegrain rice snack can taste.
Through comic misdirection and playful visual effects, Yell Bangkok aims to spark curiosity, highlight Brice’s taste and crunch, and encourage consumers to try the brand in a competitive snack market.
Agency: Yell Bangkok
CEO / Chief Creative Officer: Dissara Udomdej
Regional Creative Director: Chalermpol Bowonruttanapran
Creative Director: Panisara Mothong
Copywriter: Piyawan Paditporn
Copywriter: Bunyanuch Panjapaiboon
Art Director: Vania Jesslyn
Designer Manager: Kuntida Muenyut
Graphic Designer: Worakamol Rodpayan
Senior Strategic Planner: Nattakit Lertwichayaroj
Strategic Planner: Raveeporn Meesaengtham
Account Director: Narinee Boonsanan
Account Supervisor: Tissawan Kahawong
Account Executive: Benyabha Tangmettri
Production House: Ultra Bear Films
Director: Phathorn Petchpirun
Producer: Chutirat Thianphichet
Director of Photography: Suttipong Klummanee
Art Director: Kaweewut Lertthayawong
Casting Director: Pattita jirakitthanarat
Stylist: Jaturong Yuya
Assistant Director: Peenus Tamarukchat
Production Manager: Piraon Pitaksaksaeree
Editor: Wongsakorn Klummanee
Colorist: Kampon Prangthong
AFX/VFX: Chotephong Rayubsaengmongkol
Sound mixing: Danai Suthamcharee
Post Producer: Sutthakan Nikrothanonda
