|We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.|
Contender: Thank you Thailand
Agency: Rabbit Digital, Bangkok
Client: SMK Fit Health Insurance
Simon Brock, CD, Digitas Sydney:
French author Bernard Le Bovier de Fontenelle (probably) once wrote, “From the sublime to the ridiculous there is but one step”. I’m a fan of this work because it has one foot proudly planted in each camp, representing a kind of work that I want to see more of—empathetic marketing. It gets its audience, knows what grinds their gears, and treats them to a gem of a film that champions every Bangkok native’s ability to overcome the daily adversities of urban living. Probably why this thing racked up over 1.5 million views in its first 24 hours.