Across the social media channels of PRAMY, a Thai cat food brand, are countless stories of people taking in stray cats, caring for them with PRAMY, and watching them grow healthier and happier over time. These stories reflect something PRAMY has always believed in. Every cat is different, and each deserves care that understands their individual needs.
This became the starting point for PRAMY’s latest campaign, created with Wolf BKK and Factory 01. At its heart is a simple insight into why cat parents go to such lengths to care for their cats. They never see them as just cats, but as people, each with a personality of their own.
The insight comes to life through three stories within one film, directed by Wuthisak Anarnkaporn, turning familiar cat behaviors into unexpected human ones.
We see a woman constantly getting between a couple, two men entering a bathroom just to sit and watch a woman, and another woman sitting on top of a fridge and casually knocking things off. What first seems like strange human behavior is eventually revealed to be something much more familiar. These characters are actually cats, seen through the eyes of their owners.
After each cat is revealed, the film takes us back to their beginnings, showing where they were first found. We learn their name and personality, before seeing how each stray has grown into a beloved member of the family with a character entirely their own.
From strays with different beginnings to cats with distinct personalities, the stories come together under PRAMY’s campaign line: “EVERY CAT IS AN INDIVIDUAL.”
Because every cat is different, their needs are different too. This same understanding is behind PRAMY’s range of more than 100 products, with a variety of recipes designed to meet the individual needs of each cat.
Ultimately, the film shows why cat parents care so deeply. When we see our cats as people, as individuals who are part of the family, we naturally want to give them the best care we can, from the food they eat to every part of their lives.
Credits
Brand: PRAMY
Agency: Wolf BKK, Thailand
Chief Creative Officer: Torsak Chuenprapar
Executive Creative Director: Kanit Mingmuang
Creative Group Head: Greepol Boonsrangsom
Art Director: Pattarawan Luangsa-ard
Copywriters: Greepol Boonsrangsom, Pimpisa Rattanawong
Managing Director: Natdhee Sopondhitipun
Group Communications Director: Sansuda Chuaphanich
Communications Manager: Thananya Piyacharoenwattana
Project Manager: Chanoknan Wongwises
Production Company: Factory01
Film Director: Wuthisak Anarnkaporn
Executive Producer: Rungtawan Nanthasaen
Production Producers: Rungtawan Nanthasaen, Sawanya Jumchart
Director of Photography: Abhisit Prasongsup
Assistant Directors: Mattanee Uajarernsup, Chaninart Chehom
Production Manager: Boonsita Limprasert
Art Director: Wanlop Plumsee
Co-Art Director: Phurinut Stamp Ajana
Casting: Pornthip Mutisom
Stylist: Thida Rosthip
Assistant Stylist: Kanokporn rabiebnaveenurak
Location Manager: Uthit Boonsoemkhanit
Post Producer: Wipawee Khirirat
Editor: Chaleamchon Natipat
Post-Production Company: One Cool Production
Post-Production Supervisor: Therdsak Buapian
Flame Artist: Nantachai Samaphutti
Assistant Flame Artist: Danai Payattapong
Colorist: Tuchtram Thientawach
Assistant Colorist: Natdanai Visuma
After Effects: Sompon Kadsanith
Sound Production Company: MellowTunes
Sound Producer: Nattakarn Boonthanom
Sound Engineer: Artit Vongmetta
