Reveal Your Thaidentity –
Experience the Thai way in Thailand
Tourism Authority of Thailand
About the brief
The Tourism Authority of Thailand (TAT) Singapore Office wanted to re-stimulate interest among Singaporean to visit Thailand as a preferred holiday destination again. However, due to factors like close proximity, the abundance of travel options around the South-East Asia region and the affluence of today’s Singaporeans, Thailand is less seen as a typical tourism place to them.
Inside our campaign
From the start, we have always wanted to approach this campaign a little left field. Considering our primary audience is Singaporean, we knew we have to avoid doing another 'original tales' of Thailand through a bystander point of view again. In 'Reveal Your Thaidentity', we hope to nudge Singaporean to be less of a spectator this time around. We want to (re)present the familiar Thailand through a less familiar style; to encourage everyone to let loose and go with the flow, embrace that 'Thai-ness' we might, surprisingly, discover within ourselves. Our campaign hopes to personify the three main traits of Singaporean’s holiday experience(Shopping, Food, Entertainment) in Thailand through a more emotive, caricature way.
The amazing experience of Thailand is usually not found in any 'superficial' stuff or 'pre-conditional' domain, but the charm of its culture and people that bring life and relatedness to what we desire, and letting the rhythm of their world carries you along.
Mai Paeng
She stays cool and shops on, and on, and on. She is a shopaholic that rises above the frenzied crowds to seize those sweet sweet deals in a wholesale manner.
Mookata
He is a critter-certified food enthusiast who challenges the norm and dares to sink his taste buds into a whole new realm of exoticism and bizarreness.
Pai Teow
He firmly believes that optimism is the greater good for happiness. As a joy-seeker, he makes it his virtue to play hard, play smart, and play with style.
