Storyteller Bangkok repositions energy drink Carabao using popular Thai rapper Twopee

Carabao.jpgCarabao in Thailand has long been known as the glass bottle energy drink that glorifies the blue-collar fighting spirit. In 2018 Carabao decided to launch Carabao Can to modernize the brand to capture the young drinker. To do so, an edgy idea was needed to revamp the brand and rock the energy drink market.

Carabao2.jpgIn a world full of pessimism where the young are left in fear, Carabao Can launched the "Don't say Can't'' campaign, a call for youngsters to rid themselves from negativity, doubt and the "can't" surrounding them. Twopee, a young blood Thai rapper was chosen to tell this story. His provoking lyrics of "When I say Can't, Y'all say Can," delivered the belief that with absence of "can't", youngsters "can" do anything,

Not a command, "Don't say Can't" is a statement inspiring youngsters to fuel themselves with the positive energy of "can", helping to established Carabao Can as the new positive force here to stay.

Credits -
Director: Tommaso Berté
Executive producer: Arunwan So
Producer: Ramon Patamalikitsaku
Coordinating producer: Zoe Popham
Director of Photography: Natdanai Naksuwan
Art Director: Luksamee endoo
Assistant Director: Siraya Saicheua
Location: Sorrathon Sakulthamarom
Casting: Parichad wisetpanic
Stylist: Areerat Prasertwong
Editor: Kittisak Prasannakarn
Post Producer: Papichaya Boondumnern
Colorlist: Narin Bovornrattanapran
Sound: Mellow Tunes
Music: Khan Thaitanium x Two Pee

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.