Campaign SpotlightPress Release

VMLY&R’s spot for Boonthavorn says ‘Ummm..’ as it highlights our insistence on making the ‘right’ choices

BANGKOK, THAILAND — Global brand experience agency VMLY&R has released an entertaining new campaign film for Boonthavorn that shows consumers how to “live their way.”

The film, entitled “Ummm..,” showcased the consequences you face if you don’t insist on making the right choices for yourself. Part of the “Live Your Way” rebranding campaign, it aims to forge deeper connections with discerning Gen Z and Gen Y consumers, highlighting the brand’s ability to meet the needs of the individual helping them to embrace their own style and eccentricities rather than just “settling” and accepting whatever is available.

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“When it comes to home improvement, there are many factors that take you away from getting what you really want. Whether it’s fear of being different, caring too much about what the current trend is, or not being able to find what you are looking for, you end up just buying whatever is available.”

“As a specialty store, Boonthavorn crafts the best solutions to meet the needs of the younger generation, who value distinctiveness, appreciate design and have the freedom to be themselves. Each component and detail is carefully considered so that customers can be inspired and choose a way of life that fulfills them uniquely,” said Sittichai Tayanuwat, Managing Director, Boonthavorn. “Working with VMLY&R we’ve been able to differentiate ourselves from other home stores by launching this advertising campaign to encourage everyone to ‘Live Your Way’.”

Since its launch on October 17, the film has already received more than 8 million views across YouTube and Facebook.

“At VMLY&R it’s our mission to build connected brands that resonate with target audiences in ways that are authentic and relevant. Boonthavorn’s rebrand is all about highlighting the brand’s depth of product, services, and expertise – which goes way beyond other home improvement and decoration brands in Thailand. Our strategic insight shows that this is what consumers want, however, it’s not what most brands are able or willing to deliver – and this is where Boonthavorn comes in,” said VMLY&R Thailand Chief Creative Officer Anuwat Nitipanont.

Partnering with Boonthavorn, VMLY&R Thailand is responsible for the brand’s rebranding campaign to become the top-of-mind modern home specialty store in Thailand, from identifying and developing new brand direction and creative ideas and materials to revising the brand’s full digital ecosystem and executing its communications with both internal stakeholders and consumers.

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