Oriental Princess invites Thai women to help save a relationship from divorce

Thai beauty brand Oriental Princess has launched a digital campaign to encourage women to think about their approach to relationships – and consider new makeup brand Moment.

The campaign, called ‘Save the moment’, begins with a 30-second TV trailer that introduces a couple on the brink of divorce, before leading viewers online where they can get involved with the story.

Viewers can choose how the story ends by interacting with the online film.

“It’s not always the big things that kill a relationship; it’s how we react to each other on daily basis. Our relationships grow when we learn to save the moment when things get tense – and to truly cherish the happy moments we have,” said Satit Jantawiwat, ECD of JWT Bangkok, the agency behind the campaign.

“By kickstarting a conversation on this important issue, the Oriental Princess brand is placing itself at the heart of its consumers’ lives.”

Watch the version that ends happily:

Watch the version that ends with separation:

The campaign is part of a push by Oriental Princess to generate discussion and debate among its loyalty club, which has over 1m members.


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