For all their speak of innovation, most advert businesses mainly simply create adverts. However Thailand’s BBDO Bangkok has a fame for having the ability to create absolutely anything.
As a substitute of making adverts about mosquito prevention within the slums of Bangkok, the company created “Nano Shoes” that covered mosquitoes’ feet in larvicide, turning the pests into their very own exterminators. As a substitute of making billboards about motorbike security, BBDO Bangkok created a smart helmet that could automatically report a crash even when the rider was unconscious.
On the helm of all this creativity has been Suthisak Sucharittanonta, a 22-year veteran of the company and its globally revered artistic chairman. He has gained most of the artistic world’s prime accolades, together with being named one among solely 10 world abilities on Adweek’s 2017 Creative 100. However lately, Sucharittanonta introduced he might be retiring from the company world to concentrate on being a director, photographer and solo creator.
As a part of the transition, he directed the company’s latest brief movie, “Giving Life” for the Ramathibodi Basis, a company that gives healthcare and providers for the underprivileged. You possibly can take a look at the touching movie, primarily based on a real story, adopted by Adweek’s dialog with Sucharittanonta in regards to the classes he realized from three many years working in promoting.
Adweek: What made you resolve to step away from company life?
Suthisak Sucharittanonta, artistic chairman, BBDO Bangkok: It wasn’t a simple choice, however after three many years within the promoting trade constructing and selling manufacturers and merchandise, I assumed it was time for a change. Now, I’ve a purpose of giving again by utilizing my expertise, passions and abilities to advertise and encourage the betterment of society for the better good by two issues I like and revel in doing most: pictures and movie directing.
Underneath your management, BBDO Bangkok has been a pacesetter in creating not simply campaigns, however really formidable innovations and improvements. What are some you’re most happy with?
Through the years, there have been so many nice concepts, a few of which we have been fortunate sufficient to have the ability to carry to life because of some supportive purchasers. Two initiatives that come to thoughts are:
“AbsorbPlate” for the Thai Health Promotion Foundation. The plate was designed to assist Thais eat more healthy and it options a whole lot of tiny holes impressed by the feel of sponge, making “AbsorbPlate” in a position to separate extra oil from meals earlier than individuals eat it.
“Predict To Prevent” for Samsung. This was an revolutionary predictive textual content perform that recommends the correct mix of phrases to make use of when texting with somebody who’s affected by despair.
There’s all the time numerous skepticism when businesses create formidable innovations. Some individuals say it’s only for awards or PR and may’t ever be produced at scale. How would you defend inventing large concepts?
Creatives create. That’s what we do. And I’m not simply speaking in regards to the artwork administrators and copywriters; anybody may be artistic. And now, greater than ever, it is crucial that everybody within the company is artistic and pushing large concepts—whether or not strategic or artistic. From the planners to shopper service to the artistic departments, large concepts, new concepts, loopy concepts are those that break the barrier of conformity that’s continuously being put up for manufacturers and businesses alike.
You’ve usually talked about what makes Thailand such a novel market, even inside Asia. What are the most important challenges that entrepreneurs face in Thailand?
Thailand’s distinctive tradition, lifestyle and folks actually endear us to the remainder of the world… our scrumptious meals and exquisite seashores don’t damage both. However there are some actual challenges that should be thought-about and thoughtfully addressed. Like the remainder of the world, we’re all being affected by Covid-19. Fortunately, when it comes to well being, our nation has carried out and abided by some strict measures to assist protect us from the pandemic. Financially although, many industries and people are struggling. Apart from that, our unstable native politics are continuously pulling us again as we attempt to transfer ahead.