Staff Reporters
May 29, 2018

2018 Cannes contenders: 'Thank you Thailand' by Rabbit Digital

This amusing spot for SMK Fit Health Insurance counted the ways Thailand helps its residents stay fit.

2018 Cannes contenders: 'Thank you Thailand' by Rabbit Digital
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

Nominated by:

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.

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