Ad Nut
Jul 20, 2020

Kasikornbank puts spotlight on small businesses

The bank releases a documentary, with GreyNJ United, that focuses on businesses taking—and declining—zero-interest, 10-year COVID-19 recovery loans.

A bank taking part in a government program to help small businesses by giving 10-year, no-interest loans might be tempted to pat itself on the back about the good it is doing. In this short film by GreyNJ United, Thailand's Kasikornbank resists that urge. Instead the film puts the focus where it belongs: on the human impact the crisis has had on the people running and working at small businesses.

One of the companies featured in the film actually turns down the loan, stating that others might need it more, and the film is framed as a "thank you" from the bank to these entrepreneurs. All in all, it's a gentle way of showing the bank's involvement without even really mentioning it directly—and certainly without bragging. End result, the bank is seen as a caring and involved partner. 

Ad Nut also liked a prior documentary video the bank released during the pandemic: see, "Desperate search for food in Bangkok finds meaning instead".

CREDITS

GreyNJ United
Chairman: Thor Santisiri
Chief Executive Officer: Kanaporn Hutcheson
Chief Creative Officer: Jureeporn Thaidumrong
Chief Operation Officer: Thipayachand Hasdin
Copywriter: Jureeporn Thaidumrong
General Manager: Kanokkorn Seehapan
Group Account Director: Kantharat Teerarojjanawong
Project Management Director: Kanoksak Kanchanachutha
Agency Producer: Rawikarn  Pitaklohapit
Senior Traffic Coordinator: Juthamas Tantated
Cinematographer: Wanweerachon Rodpetch, Phurinut Chaisirilarp
Film Director: Wanweerachon Rodpetch
Editor: Phiradon Witcharonasorn

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Source:
Campaign Asia

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