CANNES, FRANCE – Grey – renowned globally as a collective of creative entrepreneurs driven by one mantra, Famously Effective – proved once again that emotional resonance fuels cultural impact. Their agency in Thailand made headlines at the 2025 Cannes Lions International Festival of Creativity with a campaign that made sadness surprisingly powerful.
The campaign, titled “Sad Kama-Chan” for Bar B Q Plaza, delivered a triple triumph for Thailand: the country’s only Gold Lion in Creative Commerce, a Silver Lion’s in Direct, and a Bronze Lion in Design. It also recently clinched the Grand Prix at ADFEST 2025.
When sadness became a strategy
Bar B Q Plaza, a cherished brand in Thailand’s culinary culture for over 37 years, had been facing stiff competition. Sales were down 10% as new barbecue trends lured away curious diners. In response, Grey Thailand didn’t just launch a promotion – they turned to one of the most iconic symbols in Thai food branding: Kama-Chan, the cheerful fish ball that had always smiled from their menu.
Then came the twist: Kama-Chan stopped smiling.
“We transformed Kama-Chan into Sad Kama-Chan – a quiet, heartfelt symbol of how we felt,” said Sompat Trisadikun, Chief Creative Officer of Grey Thailand, in an exclusive interview with adobo magazine. “The image of a once-smiling favorite now turned sad struck a chord. It sparked widespread conversations across social media. People reminisced, shared memories, and most importantly – they came back.”
The emotional pivot generated staggering results:
- +230K social media reactions on Day One
- 404,000 meals sold in under a week
- 80% brand lift within a month
The Cannes moment
“Less than a minute after receiving the award, the surprise had already gone viral,” Sompat recalled. “Marketing media across Thailand picked up the story instantly.”
Beyond the gold, the campaign brought home the highest number of Lions Thailand has ever secured in one year. “It became a hot topic in marketing and advertising circles online, sparking conversations and pride across the industry,” he added.
This was more than a win for Grey — it was a win for Thai creativity.
Rath Takulthai, Chief Marketing Officer at Food Passion Co., Ltd. (the company behind Bar B Q Plaza), summed it up:
“When we decided to show sadness through a product, it was rooted in our belief that brands should feel human. This wasn’t about being provocative, but being brave with empathy.”
Indeed, “Sad Kama-Chan” turned a dip in sales into a cultural moment, and a melancholic fish ball into a catalyst for reconnection.
What Asia needs to win more
Reflecting on what it takes for Asian creativity to flourish globally, Sompat emphasized the power of cultural context. “Understanding – whether it’s about insight, behavior, or local nuance – is never one-size-fits-all. What resonates with Asian audiences can be very different from what connects in the West.”
For Asian campaigns to succeed at Cannes, he insists, “We must bridge the gap — help global audiences truly understand the Asian way of thinking. If we can make them feel what we feel, then we’ve won.”
About Sompat Trisadikun
Chief Creative Officer at Grey Thailand, Sompat leads the agency’s creative transformation. With over 800 international and national awards to his name — including wins from Cannes Lions, The One Show, D&AD, Clio, and more — his work spans global brands such as McDonald’s, Samsung, P&G, Mercedes-Benz, KFC, Uniqlo, and Netflix. He is celebrated for fusing innovative thinking with strategic impact, making him one of Asia’s most awarded and respected creative leaders.
