Night night
THe watch to sleep Movies
(Online Films/ One Show/ 1x Gold & 1 Bronze Adfest 2020 / 2x Silvers & 1x Bronze Ad Stars 2020 /
10M Views/ 48K Shares/ 10K Comments)
First drink that you can experience through films.
Night Night, a new herbal drink that helps people relax and fall asleep, wants to debut their product in Thailand.
Instead of just shouting the benefits, we demonstrated them by remaking the legendary Thai films into a “Watch to Sleep” version using ASMR.
Role: Strategy Planning, Concepting, Copywriting, UX designing, Assistance Director, Supervising the production
HIGHLIGHT: There was no strategist involved in this campaign. From cracking the brief to supervising post production, it's just the three of us: me, my partner, and our CD. My CD even directed the film himself (and I was spontaneously an assistant director.) Looking back, it seems insane and kinda awesome that a 3-person team could produce this idea from scratch.
After we got a brief, my ex-CCO asked
"Why don’t we make the world’s sleepiest movie?"
"Why do we want to make it?" I asked.
"I don’t know, it just sounds interesting."
This work started with my ex-CCO's intuition, and it was me and my partner’s job to connect everything together bit by bit.
A couple of days later, after a ton of research, I found a dot that connected everything together. It was the ASMR.
People were obsessed with it at the time, and it helped establish Night Night's brand role.
By combining ASMR with a well-known Thai film, the result was this odd ad campaign, which is why it works.
Sadly, Choojai is a small indie shop, so we didn’t have any budget to send it to major award shows.
Luckily, I believe this work helps me define the work I want to produce as a creative.
A bold, unconventional, and disruptive work.
I know these words of jargon are often used by many people
but not many literally do it in their work, right?
CCO: Komsan Wattana AD: Nutthaporn Theppitak Agency: Choojai & Friends
Launched in 2019.