Campaign Spotlight

Campaign Spotlight: Krungsri Health Insurance goes against the norm with Leo Burnett Thailand

BANGKOK, THAILAND – Leo Burnett Thailand and Bank of Ayudhya go against the norm of health insurance, with a new kind of health insurance that is adjustable following each one’s life planning.

No one truly knows about your lifestyle and your health condition better than yourself. That’s why Bank of Ayudhya introduces new Krungsri Health Insurance Plans that can be adjusted upon individual consumer needs and best fits every one’s life.


Big Responsibility Man

Hard-working Freelance

Unhealthy Office Lady

Terminally Ill Lady

Despite the fact that a norm of commercial about health insurance category tends to use an emotional or fear approach in order to trigger consumers to buy more or to pick the most coverage plan, we instead disrupt this norm by using a different approach. With the four online targeted films, we show a twist of the protagonists against the commercial’s announcer, who first of assuming and narrating about other people’s lives.

Revealing later on that Krungsri sincerely opens for the protagonists to adjust health insurance details to best fit and most satisfied by themselves, according to whatever them shall need and want. The core execution is aimed to demonstrate such a normal complicated thing like health insurance to be easier to understand as well as to show that Krungsi truly cares for the best fit of individual consumer needs.

Creative Credits

Campaign Name: Follow your plans.
Title: 1. Big responsibility man
2. Hard-working freelance
3. Unhealthy office lady
4. Terminally ill lady

Client: Bank of Ayudhya Public Company Limited
Product/Service: Krungsri Health Insurance
Creative Agency: The Leo Burnett Group Thailand
Chief Creative Officer: Sompat Trisadikun
Executive Creative Director: Ariyawat Juntaratip
Creative Director: Pathida Akkarajindanon
Art Director: Pajaree Phoosakolcharoensakdi, Sompat Trisadikun
Copywriter: Khamolchanok Masaphan
Account Management Director: Rathawan Sukanake
Account Director: Pattra Ketsamathi
Account Executive: Sawarin Juntaratip
Agency Producer: Rungrudee Chinpratan
Production Company: Who Shoots Co., Ltd.
Film Director: Thapakron U-sakul
GM: Chataleena Sawangnet
Assistant Director: Phuttisan Sayanhavikasita, Thanachote Thaveewitthayakul
Executive Producer: Cattleya Sirisinakorn
Production Manager Ratchada Sawangnet
Production Art Director: Thanet Dusadeevanichaya, Chutipat Timrat
Propsmaster: Kornkamon Wansungnoen
Cinematographer / D.O.P: Anuwat Thongiam
Editor: Tada Wong
Post Production House: Edittide Post Production
Colorist: Sarayuth Pruaksawattanachai
Online Artist: Thanapron Arpapronnopparath
After Effect Team: Decha Phaseerod, Sakphon Na Pathalung
Post Producer: Pakorn Thamkhantipong
Sound Production Company: S.O.S. Studio of Sound Co., Ltd.
Sound Engineer: Auttawood Chinchanakarn

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