'I Hate Thailand' video makes people fall in love with Thailand

Leo Burnett Thailand & Tourism Authority of Thailand released this un-branded and un-credited video which has garnered more than 2.2 million views in just three weeks

BestMediaInfo Bureau | Mumbai | December 12, 2014

Click on the image to watch the Video.

Leo Burnett Thailand and Tourism Authority of Thailand (TAT) released an un-branded and un-credited video online three weeks ago, titled 'I Hate Thailand'. This five-minute video drew attention of people from around the world and raked up a million views within just three days. Till now, the video has garnered over 2.2 million views.

Faced with falling numbers in repeat visitors over the past few years and strong competition from other markets in the region, Thailand needed to remind visitors of what made them fall in love with the country beyond the famous sights and attractions. TAT's studies show that the one thing that Thailand has always stood head and shoulders above its keenest competitors is its hospitality and excellent service. And at the heart of this is the uniqueness of the Thai people and their way of life that makes visitors' experience to Thailand 'amazing and memorable'.

Commenting on the brief, Keeratie Chaimungkalo, Executive Creative Director, Leo Burnett, said, “The brief was to articulate the word 'Discover Thainess' in a heart-touching way. We believe that the true Thainess actually originated from Thai people and our way of living. James is our representation of the international travellers. Whether you have a good or bad experience, the beauty of Thainess will somehow leave an impressive mark in your heart. Who knows, your tourism destination might turn to be what you can call 'home' at the end.”

“About the strategy of using reverse psychology by naming the clip 'I Hate Thailand' and launching it without any branding, we really have to give full credit to the client. They truly understand the behaviour of online viewers. But most importantly, they take the challenge bravely. I'm sure that this must have been a tough decision, but they firmly stood on it. And the outcome really proves that they're going the right way,” added Chaimungkalo.

The video captures the story of James, a traveller who visits Thailand for the very first time. James is upset as he loses his bag and fears that it has been stolen. In the beginning of the video he declares his hatred for Thailand. But that proves to be just the beginning of his long-lasting love for the place. Over the course of the video, he is seen being helped by various Thai people. They help him in his search for the bag, give him shelter, food and he makes friends over time. He is smitten by the generosity and hospitality shown by the Thai people. He finds the bag, eventually, but falls in love with the place so much that decides to stay back and settle there.

The Video:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: Leo Burnett Thailand

Chief Creative Officer: Sompat Trisadikun

Executive Creative Director: Keeratie Chaimungkalo

Creative Group Head: Pipat Uraporn

Art Director: Putthikon Saeamad

Copywriter: Prathan Udomsubvong

Account Management: Samira Thancharoenkit, Apiporn Kunakorn, Pimsorn Chanpa

Agency Producer: Sompetch Nuntasinlapachai

Production House: Hub Ho Hin Bangkok

Film Director: Nithiwat Tharatorn

Info@BestMediaInfo.com

Info@BestMediaInfo.com