BANGKOK, THAILAND — In a fragrance market long dominated by international brands, MITH Bangkok, a proudly homegrown Thai perfume house, is celebrating its 10th anniversary with a bold new campaign that challenges the norms of celebrity advertising.
Developed in collaboration with Wolf BKK and directed by acclaimed filmmaker Nawapol Thamrongrattanarit, the campaign, titled “The Scent That Gives You The Scene,” features the multi-talented actress and pan-Asian star Baifern Pimchanok. Yet, rather than placing her at the center, Mith flips the script – allowing everyday people to take the spotlight.
Perfume has traditionally been marketed as a symbol of confidence and allure, often embodied by glamorous celebrity endorsers. But Mith posed an intriguing question: How can a fragrance meant to enhance charm feel relatable when presented by someone already effortlessly captivating?
The campaign’s concept hinges on the Thai word “scene,” which holds a dual meaning – it can refer to both a cinematic moment and one’s personal moment to shine. Mith nvites its wearers to experience their own “scene,” transforming from spectators to protagonists in their daily lives.
In the campaign film, Baifern graciously steps aside, passing her spotlight to ordinary individuals who become the true presenters of the brand. The creative decision was supported by Baifern herself, director Nawapol, and Mith’s founder—signifying a collective vision to redefine the traditional relationship between celebrity, brand, and audience.
Through “The Scent That Gives You The Scene,” Mith Bangkok celebrates individuality and authenticity. By centering the narrative on real people, the brand captures the emotional essence of perfume—not as a status symbol, but as an intimate expression of self.
CREDITS
Brand: MITH Bangkok
Agency: Wolf BKK, Thailand
Chief Creative Officer: Torsak Chuenprapar
Creative Group Head: Greepol Boonsrangsom
Art Director: Pattarawan Luangsa-ard
General Manager: Natdhee Sopondhitipun
Group Communications Director: Sirapa Kanchanasuppawong
Communications Manager: Sawarin Juntaratip
Agency Producers: Chanoknan Wongwises
Production House: .HAPPY ENDING FILM
Director: Nawapol Thamrongrattanarit
Assistant Director: Pornpong Wongwatpong
Producer: Pacharin Surawatanapongs
Cinematographer: Natdanai Naksuwan
Sound: Disarin Ninlawong
Art Director: Patcharanun Talanon
Prop Master: Jirayoot Chomparapol
Casting: Surangkana Suwanjinda
Stylist: Kwanhatai Chittiwatana
Location: Uthit Boonsoemkhanit
Editor: Chaleamchon Natipat
Telecine, VTR, Sound Mix: One Cool Production
