AGENCY
Wunderman Thompson Bangkok *Lead Agency
Joao Braga - Chief Creative Officer
Park Wannasiri - Executive Creative Director
Sorasak Songnapawuttikul - Creative Director
Nuttawee Pisanprechatam - Senior Art Director
Vasinee Poungngern - Senior Copywriter
Varissara Vongsakul - Copywriter
Pithan Benchasirirot - Art Director
Nicha Piriyahong - Senior Strategic Planner
Nutthapong Wannakovit - Client Service Director
Santhita Umpha - Account Director
SUMMARY
Malee canned fruit has been in the market for over four decades, however its association with special occasions means it can literally be ‘left on the shelf’ for 360 days of the year. This insight gave birth to a matchmaking campaign between lonely consumers and a can, addressing the poor ‘Lonely Rambutan’. A platonic love story in finding company beyond special days began through short films to social experiments to tinder matches and dates at 7/11. The #LonelyRambutan became catchword for loneliness on social media. Sale volume increased by 33%.
