Ogilvy Thailand explores the positive qualities of gratitude with tear-jerker 6min film for CP Group
The Charoen Pokphand Group (C.P. Group) – Thailand’s largest private company and one of the world’s largest conglomerates – has launched a brand campaign named “Gratitude”. The 6-minute online film tells the powerful story of a young teacher and his mother in a remote Thai village.
“Gratitude has always been an integral part of Thai culture,” said Supachai Chearavanont, Chief Executive Officer of C.P. Group. “As a Thai business, we wanted to celebrate this unique part of our culture, and the qualities it endears when it comes to how we choose to conduct ourselves in life – and for the C.P. Group – our business”.
The C.P. Group traces its humble beginnings to a small seed shop named Chia Tai established in 1921. The conglomerate consists of three core businesses that operate in agribusiness and food, retail and distribution, and the telecommunications industries. Today the group has investments in over 30 countries, employing more than 300,000 people.
“This campaign is all about the gratitude we have for all of our consumers, suppliers, and stakeholders that have each played a role in our success,” added Chearavanont. “We hope it inspires our younger generations to embrace the values of gratitude, just as it drives us to continue improving our own operations, products, and services for the betterment of people, society, and the economy”.
Credits
Agency : Ogilvy Group Thailand
Co-Chairman : Nopadol Srikieatikajohn
Creative Director : Panu Meepaibul
Client Service : Chanwoot Luechaisit, Siraphob Jitvanitchakul
Strategic Planner : Puntura Ratsameerat
Agency Producer : Yuthapong Varanukrohchoke
Production House : Sunshine Etcetera
Director : Kumphol Witpiboolrut
Producer : Khanuengnit Wichitsakonkit
1st Assistant Director : Chalee Janpaka
2nd Assistant Director : Prakasit Sunghoi
Director of Photography : Chankit Chamnivikaipong
Production Manager : Natchuda Pho-on
Assistant Production Manager: Thanyamat Yamavirun
Art Director : Ek Iemchuen
Location Manager : Tunyod Kulviroj
Casting Director : Anchisa Eksirimeteekul
Wardrobe Stylist : Thida Rosthip
Post Producer : Wanchai Panpuak
Editor : Manop Boonwipas
Colorist : Chaitawat Thrisansri
Music Composer : Terdsak Janpan
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