CASE STUDY: Y&R Thailand reaches young people through art

Aim

Bangkok Arts & Culture Center (BACC) tasked Y&R Thailand with making art approachable and contemporary for young people in the country.

Execution

Y&R worked with some of Thailand’s most well-known artists to create QR code sculptures and installations named ‘Q Art Code’.

The sculptures and installations were then placed across Bangkok in prominent public spaces so people could scan the 'Q Art Code' using the QR reader app on their smart phones.

Users were subsequently directed to the BACC website to access the center’s exhibition calendar.  

Result

The Q Art Code installations increased visits to the BACC website and center by 20 per cent in the first two months of launching.

Commenting on the campaign, Trong Tantivejakul, chief creative officer at Y&R Thailand, said, “This campaign uses the latest technology as the tool to reach young people with art as the attraction, thus raising awareness of the BACC and its exhibitions in a highly relevant and thoroughly modern way.” 

Credits:

Chief creative officer Trong Tantivejakul
Executive creative director Jon Chalermwong
Copywriter Jittra Thiuthipsakul, Trong Tantivejakul
Art director Kittisak Poonnotok, Jon Chalermwong
Producer Wichitra Tritodtrakoon,Pannapa  Donavanik
Photographer Pardzy Alive Studio
Retouch Chill House
Account management Wichitra Tritodtrakoon
Editor Watchara Eamsangsai