Songkran stranger
THe first tiktok interactive film

(1x Wood Pencil D&AD 2022/ 1x Best of Show 1x Gold 1x Silver The Drum Awards 2021 / 1x Caples Award 2022 / 1x Silver Spike 2021 / 1x Silver Adfest 2021
94M Views / 78M Impression / 94K User generated contents)

Bring the cancelled Songkran festival to the digital world.

Songkran, Thailand's own New Year, has been canceled for the first time in the country's history.
So we released the first TikTok interactive film that enabled millions of users to experience Songkran in the virtual world.
Role: Involved in the whole process.
Concepting, Copywriting, UX designing, Supervising the production

I was longing to create a piece of branded entertainment that truly integrated the entertainment elements with the social platform's unique features.
Wish granted. This brief came.

We first had the idea of an interactive film that would allow Thais to experience the Songkran Festival through TikTok.
The finishing piece looks easy, yet in reality, we are a third world country.
We have no budget to experiment with AR/VR or any other mixed reality technologies.
We needed to figuring out how to "innovate" the existing TikTok's features to support the interactive film idea we dream of.
Which I, the only Gen Z "digital native" (as people say), must played a big part in the team.

What I love the most about this work is how we can utilize TikTok’s unique features to create a new kind of interactive film that no other platform can replicate.

Here’s the link to the campaign on TikTok.

ECD: Thasorn Boonyanet Creative Group Head: Rook Floro AD: Smach Chotita Agency: Wunderman Thompson

Launched in 2021.