The power of bold ideas
(Above) Chalermpol Bowonruttanapran, Regional Creative Director / Kavin Viasuwan, Creative Director
(Below) Piriya Sirirungamorn, Creative Group Head / Marisa Chantawiboon, Creative Group Head
Creativity has the power to reshape narratives and inspire real change. Speaking with Yell Group’s creative directors, they reveal their top five favorite campaigns, each one pushing boundaries, shifting perceptions, and connecting with audiences in unexpected ways.
Which 5 advertising campaigns (across any medium—print, video, OOH, social, etc.) would you consider your favorites?
PTT Station - The RestRoom Station
The resilience campaign of how PTT Station turned the dirty name into a clean win.
CP Prawn China - The Taste of Memory
A Prawn commercial that doesn't directly sell the product, but rather makes viewers reminisce about having family meals together at home, conveying that 'Familiar dishes taste even better with family.
UFARM – The Om3gang
Shift the long-held belief among Thais that Omega-3 equals salmon, while making it unforgettable that Mu Cheeva pork and Kai Benja chicken are also rich in Omega-3.
Together Foundation - Run2Gether
Helping people with disabilities isn't just one person's job — it's everyone's responsibility. It's powerful to see a community come together to support each other.
CP Xtreme - Alpha Only!
A game-changing advergaming truly designed for Gen Alpha. A campaign promoting CP Xtreme, the cheesiest sausage, on Roblox - the target audience's favorite platform.
What elements or creative strategies from these top 5 campaigns do you believe set them apart from others in the industry?
The Restroom Station: PTT Station turned "Pee Station" criticism into an opportunity, embracing the joke with a bold video highlighting its spotless restrooms, transforming negativity into brand strength.
Alpha Only!: We went beyond Roblox as a platform, creating a custom game that resonated with younger audiences. The result? Increased awareness, engagement, sales, awards—and proof we truly connected with our audience.
The Taste of Memory: To promote Thai prawns in China, we emphasized the emotional value of shared family meals, creating a campaign that conveyed freshness while leaving a lasting emotional connection.
Run2Gether: This campaign showcased how technology and community can tackle challenges for people with disabilities, creating a deeply impactful and inspiring message.
The Om3gang: Challenging norms, we showcased Omega-3 from meat, replacing typical cooking shots with vibrant, cute characters, making the product both bold and unforgettable.
Have they influenced your own work? If so, how?
Absolutely, they have all shaped our work. Achieving greatness sometimes requires breaking free from the ordinary. Thinking beyond the traditional path can open doors to new possibilities. Rebellious ideas, when executed with purpose and clarity, have the power to push boundaries even further—it all comes down to how boldly we choose to present them.
If you had to choose one campaign from your top 5 that you wish you had been part of, which would it be and why? What do you think made it so successful in resonating with audiences?
If we had to choose, the PTT Station campaigns are perfect examples of bold creativity and impactful storytelling. The PTT Restroom Station campaign turned online criticism into an opportunity for genuine, heartfelt storytelling, transforming public perception and generating positive sentiment. Meanwhile, the PTT Restroom Station campaign embraced the insight that people often stop for restrooms more than fuel.
This risky yet honest message created unique brand love, thanks to the bravery of both the agency and the client. Both projects showcase how daring ideas and authenticity can leave a lasting impact.
