McCann Worldgroup Thailand brings user stories to life in LINE’s inaugural tv campaign
McCann Worldgroup Thailand has launched Thailand’s first TV commercial for LINE, a leading mobile messaging platform.
“CODE,” the first of three episodes, shows a man’s cryptic LINE messages that puzzle his friend who asks, “What is that? A secret code?” The man replies, “It means, ‘I miss you.'” Then we see the man’s infant daughter laughing as she types on LINE. “One of the great stories from over 30 million LINE users in Thailand.” The clip closes with “More LINE, much closer.”
“CODE” is one of three winning stories from the 8,000 submissions received during the LINE Story Contest in September. The contest asked for stories about how LINE enriched users’ lives and submissions demonstrated how LINE connects people, deepens understanding and acts as a fun platform for engaging conversation.
“Our goal is to show how LINE connects with Thais. Some people believe technology is pushing us further apart, but the users’ stories showed that LINE encourages sincere interaction with an emotional impact. We focused on this to bond LINE with our audiences,” said Santi Suwanvalaikorn, executive creative director at McCann Worldgroup Thailand.
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.