Staff Reporters
Nov 7, 2013

Line launches crowdsourced campaign in Thailand

BANGKOK - Mobile messaging provider Line has debuted its first TV spot for Thailand, a heartstring-tugging ad through McCann Worldgroup.

wide player in 16:9 format. Used on article page for Campaign.

‘Code’ (above) shows a man on a train receiving unintelligible Line messages, yet smiling about it. The reveal, if you haven't guessed, is that the messages are coming from his toddler daughter.

The campaign is one of three winning stories from 8,000 submissions received during the Line Story Contest held in September. The contest asked Line users to send in stories that illustrated how the messaging app connects and engages people.

“Some people believe technology is pushing us further apart, but the users’ stories showed that Line encourages sincere interaction with an emotional impact,” said Santi Suwanvalaikorn, executive creative director at McCann Worldgroup Thailand.

Thailand is one of the most important markets for Line, making up over 10 per cent of its global users. 

CREDITS

Executive creative director: Santi Suwanvalaikorn
Creative director: Chinnawut Awakul
Art director: Natha Taechaparipat, Kanon Umpomsirirat, Arnicknard Krobnoparat
Agency producer: Siriwan Bamrungphol
Managing director: Kittiwan Anuwatesakul
Account manager: Apitchaya Borvornsettanan, Nuttawut Lertsrimongkol
Planner: Jenkanit Rujiramora
Director : Kumphol Witpiboolrut
Editing Company : MATAD           
Sound Design / Arrangement : Cinedigital Sound Studio
Post Production: Posters

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