McCann Worldgroup Thailand launches the third and final episode of their new campaign for LINE
LINE digs deeper into the user experience with their third episode of the new campaign titled “Closer“, created by McCann Worldgroup Thailand. The spot shows how LINE connects a father and daughter in the wake of the mother’s passing.
Designed to show the emotional side of LINE, the third episode opens to a young girl struggling at school after the loss of her mother. The girl’s teacher encourages the father to find a way to connect with his daughter and he promises “to do his best.” It’s through LINE that he discovers how to reach her.
“Most Thai smartphone users have already integrated LINE into their daily lives, so our strategy is to inspire people to think about special moments that occurred because of LINE. We want audiences to realize how LINE plays an important part not only in their own lives, but others’ lives as well,” said Santi Suwanvalaikorn, Executive Creative Director, McCann Worldgroup Thailand.
Airing in Thailand in a 60-second spot and 90-second web version, the story was a winning entry of 8,000 submissions from the LINE Story Contest in September. The winning stories were the basis for LINE’s new campaign in Thailand. This follows the previous episodes “Cony & Brown” and “CODE” which aired this month.
Credits – Executive Creative Director: Santi Suwanvalaikorn. Creative Director: Chinnawut Awakul. Art Directors: Natha Taechaparipat, Kanon Umpornsirirat, Arnicknard Krobnoparat. Agency Producer: Siriwan Bamrungphol. Managing Director: Kittiwan Anuwatesakul. Account Managers: Apitchaya Borvornsettanan, Nuttawut Lertsrimongkol. Planner: Jenkanit Rujiramora. Director: Kumphol Witpiboolrut. Editing Company: MATAD. Sound Design & Arrangement: Cinedigital Sound Studio. Post Production: Posters.