Arc Worldwide Thailand creates a minimalist lifestyle in a music video for ME digital banking

If you have been on Facebook lately, you might have come across a music video created by Arc Worldwide Thailand entitled, “Less is Style” that comes with a stylish vinyl player as a thumbnail picture. And when you play it, it might appear to be an international MV with a blonde male singer singing the song in English about minimalist style in our lives. “Welcome to the new life, a minimalist lifestyle…” is the first thing that you will hear.

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Then the song mentions a steam bun with a tiny piece of ground pork stuffed inside and explains that it was due to a golden ratio theory, that it should be this way.

The second chapter is an explanation on a big bag of chips that are always filled with more air than chips itself. This is also due to a minimalist style that is currently in trend.

Then comes the third chapter about a gift basket that is usually full of decorative stuffs but we hardly find any item. This is also a style that makes things inside every gift basket rare items.

Up to this point, you already know that this is sarcasm about everyday life.

Because of a declining economy, with the same money we pay, we get less. And Thai people tend to easily put up with it without complaining. But ME digital banking think differently, and do the opposite by giving a higher interest rate, 4.5 times more than normal saving accounts.

With a simple example presented with stylish art direction that makes everything feel like an art piece, ME uses the sarcasm approach to emphasize everyday tension in Thai society in a distinctive way. And its offer is clear and well received.

Credits –

Director: B. Bhakpong Sakonvitayanon