BANGKOK, THAILAND — Rabbit’s Tale has recently released a new campaign for Five Star Chicken, a quick-serve restaurant chain in Thailand. The campaign launches with the concept “Quality time, again”, taking the young generation on a drive back to their own precious memories of significant meals with their loved ones.
Five Star wanted to narrow down the generation gap between the young and older generations through good meals. These findings indicate that one of the ways reconnect the two different generations comes from the memorable memories of the past, which features Five Star Chicken as one of the significant menus in the generations’ memories. When thinking about the time spent together in the past, it was found that most of the younger generation wanted a chance to go back and solve the problem in the past to improve family relationships, but some people don’t even have a chance to meet their family again.
So, Rabbit’s Tale created that opportunity through a short documentary film about “Supitchaya Na Songkla (Oh)”, one of the people that they had the opportunity to interview. After hearing about her life, Rabbit’s Tale wanted to create another opportunity for her to meet her mother, who has passed away, through Deepfake technology.
Rabbit’s Tale hopes everyone can learn that time is precious and full of opportunities to enjoy to the fullest with their loved ones.
Agency: Rabbit’s Tale
Chief Executive Officer: Sunard Thanasanaksorn
Chief Creative Officer: Noranit Yasopa
Creative Director: Arm Buddhaphol
Art Director: Chanchai Laorattanaruengchai
Senior Copywriter: Chawanwat Muakkaew
Copywriter: Sutthiporn Thansuwa
Senior Project Manager: Sarin Ittinuntaweerachai
Chief Client Service Officer: Sasipin Chatchaisucha
Account Director: Dechakorn Amornwachirabodee
Senior Account Manager: Issariyaporn Tongsai
Account Executive: Wisonsaya Sopitpan
Production House: Suneta
Director: Teerapol Suneta
Producer: Chanapa Ployarunrung