"The whole thinking is to re-evaluate the environment," said David Indonesia managing director Joseph Tan. "(The campaign) was developed to provoke. A Mild came in with the platform to provoke consumers with social/political issues through witty and radical creative."
Last year's component of the initiative also included mock student protests over education costs, although Tan could not disclose the type of ambient executions to roll out with the current blitz. Other executions include outdoor, print and interactive. Currently ranked second in the highly competitive mild segment of the clove cigarette category, behind market leader Gudang Garam, Tan pointed out that A Mild's "iconic" image allows it to target a younger adult profile. "It's never really positioned itself as a cigarette, but more as a state of mind about the country," said Tan.
Petchsuwan is best-known for his work on award-winning campaigns for Soken DVD, Black Cat Whisky and Unif Green Tea.
"We decided to raise the creative bar by engaging one of the best film directors in the world," added Tan.
A Mild taps famed Thai director on provocative TVCs
Clove cigarette brand A Mild has launched the latest phase of its thematic campaign, with David Indonesia luring celebrated Thai director Suthon Petchsuwan to direct its TVCs.
