Campaign SpotlightPress Release

Cannes Lions winner Thay Littichai directs tourism film for Thailand that underlines fostering a ‘Meaningful Relationship’

BANGKOK, THAILAND — The Tourism Authority of Thailand (TAT), together with top creative agency BBDO Bangkok, has just unveiled the “Meaningful Relationship” campaign at the renowned World Travel Market (WTM) 2023 in London. This audacious campaign aims to position Thailand as the ultimate destination for sustainable tourism, with a bold target of enticing a whopping 947,000 visitors from the UK by the end of 2024.

Mr. Nithee Seeprae, TAT Deputy Governor for Marketing Communications, stated, “Our ‘Meaningful Relationship’ film is an integral part of our latest communication campaign, designed to ignite wanderlust in globetrotters worldwide. We want every traveler to indulge in meaningful connections with every aspect of Thailand, be it the locals, the communities, nature, or unforgettable, one-of-a-kind experiences.”

At the heart of this campaign lies the breathtaking film I Have a Relationship in Thailand, masterfully crafted by Cannes Lions award-winning Thai director, Thay Littichai. A cinematic masterpiece that challenges all preconceived notions of Thailand, shifting the spotlight from brief encounters to profound, enduring bonds with the country.


Thasorn Boonyanate, Chief Creative Officer at BBDO Bangkok, captured the essence of the campaign, and said, “When we pitched this project, we knew we weren’t just competing against other agencies; we were up against other countries in the game of capturing love. If travel is a passionate affair, then Thailand is the long-term partner that offers affectionate warmth from the sun, peace with the serene embrace of the sea, and the strength and support of the mountains. We have unwavering confidence that this campaign will play a pivotal role in seducing tourists to fall head over heels for Thailand.”

With “Meaningful Relationship,” TAT aims to unravel the vibrant tapestry of Thailand’s diverse and culturally rich landscape, fostering a deeper understanding and appreciation. It’s not just about visiting a destination; it’s about embarking on a transformative journey of discovery and connection with Thailand as your perfect partner.


Agency Credit: BBDO Bangkok

Chief Executive Officer: Somkiat Larptanunchaiwong

Chief Creative Officer: Thasorn Boonyanate

Creative Director: Rook Floro

Creative Group Head: Supalerk Silarangsri

Art Director: Narakorn Puechngen / Todsapon Sripuvatanik

Senior Copywriter: Greepol Boonsrangsom

Project Manager: Thananya Tagoporn

Agency Producer: Toungrak Jiravatanarungsri

Head of Brand and Digital Planning: Prasit Kunanuphanchai

Senior Strategic Planning Manager: Chanapa Kongvaranont

Strategic Planning Manager: Praewpakorn Chumsai Na Ayudhaya

Strategic Planner: Sirintra Ngamviriyapong / Siraphat Ngewseeda

Group Business Director: Taksina Vasaruchapong

Group Account Director: Mira Komolwanich

Account Manager: Pornchanok Wuttitanakorn

Production House: Unboxnow 

Director: Littichai Siriprasitpong

Assistant Director: Kritsamas Ualapun

Executive Producer: Arunwan So

Producer: Sirada Rattanasetthavorn

Production Manager: Nattawan Luangmettakul

PA: Nipaporn Horpisut, Luksawan Kayee, Piyarat Thongbainoi

Director of Photography: Brett Daniel Wegener

1st Assistant Camera: Surisak Somrit

2nd Assistant Camera: Thanawut Chimmatcha

Lighting & Grip Equipment: Gearhead Co.,Ltd

Editor: Jinnaphat Thammasan

Colorist: Chaitawat Thrisansri

Post House: Mini P,

Post Producer: Eakkasit  Prachayapinanth

Music Composer: Chaibovon Seelukwa

Sound Mixing Company: Cinedigital Sound Studio

Sound Mixer: Wuthichai Karnchanaka

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