SangSom reminds young Thais to drink appropriately this Songkran via Sour Bangkok

SangSom.jpgThailand is one of the largest alcohol-consuming countries in ASEAN - especially in mid-April, when people celebrate the Thai New Year Songkran Festival. It's a big celebration in Thailand and a lot of fun until people get too recklessly drunk.

A tragic by product of Songkran celebrations is the increasing number of accidents and road deaths in Thailand.

SangSom, one of the largest alcohol beverage brands targeting young Thais, initiated this CSR campaign called "Drink Don't Dumb". The campaign was developed from consumer insight and their real-life situations of being unconsciously drunk. The brand aims to remind the younger generation in Thailand to drink appropriately for fun and to stay conscious and not act dumb and stupid.

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Credits -
Client: SangSom
Managing Director: Pimmard Leenutaphong
Executive Creative Director: Damisa Ongsiriwattana
Creative Director: Warunpon Trithepwijit
Creative Group Head: Nopparath Eksuwancharoen
Copywriter: Warangrat Rattanabumrung / Rujrada Rienvatana
Art Director: Sutinee Satesawan
Social Media Director: Napas Warasestasak
Producer: Suparat Satesawan

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