HBO GO:
THAI TASTE
Celebrate the richness and authenticity of Thai entertainment, HBO launched “Thai Taste” — a nationwide campaign introducing its curated collection of local Thai content on HBO GO. The initiative aimed to showcase the diversity of Thai storytelling, rooted in strong cultural insights, and demonstrate how a global platform can deeply resonate with regional audiences.
2023 - Thailand
Sector : Media & Entertainment
Scope: Creative Direction, Communication Campaign, Print
E-Poster
Driven primarily by digital out-of-home (OOH) media in high-traffic areas — including mass transit systems — the campaign achieved maximum visibility in key urban zones. This was complemented by ambient media placements in culturally relevant locations and a high-profile launch event, generating buzz both online and offline. Strategic media integration and immersive storytelling ensured that “Thai Taste” not only promoted local content but also celebrated Thailand’s unique creative voice on a global platform.
Key Challenges
One of the key challenges was bringing together the distinct visual identities of each show into a single cohesive campaign. “Thai Taste” emerged as the perfect unifying concept — capturing the layered flavors of Thai culture while allowing each title to retain its individual character under a shared cultural narrative.
The Tuk Tuk
To amplify the campaign’s street-level presence, we transformed an iconic Thai tuk-tuk into a mobile billboard, wrapped in bold visuals from Khun Pan 3. This culturally resonant execution turned heads in high-traffic areas, creating a moving spectacle that bridged cinematic storytelling with urban Thai culture — sparking real-time buzz and social engagement.
We also created a special vintage-style tuk-tuk, designed to roam the historic streets of Ayutthaya, Thailand’s ancient capital. This activation paid homage to the film’s setting and narrative roots, blending nostalgia with modern media to engage local audiences in a meaningful, site-specific way.
