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Thai real estate firm calls on Bangkok to ‘build a better city’

A Thai real estate firm is calling on Bangkok residents to build a better city by becoming less selfishly-driven as people.

Bangkok-based Ananda Development has released the online film ‘Today. Together. Tomorrow.’ as part of a brand message promoting a “culture of collaboration”.

The film forms part of a build-up to the company’s official unveiling of their new properties in July.

The overall campaign focuses on the brand’s attempt to promote its ‘urban living solutions’ programme – a series of collaborative projects aimed at making the Thai capital “greener and healthier”. 

The video, which has been viewed more than two million times on YouTube, focuses on the cosmopolitan side of Bangkok and the trials of the white-collar middle classes who are “Competing, racing against the clock every day.”

Created by GREYnJ United, Thailand, the video begins with a vision of Bangkok’s tech-driven future, before showing a montage of images from the city today: a grey, urban cityscape, plus worn-out office workers.

The voiceover says: “This is what we see every day; less of mother nature – more of man-made. Selfishness. Conflicts. Competing. Racing against the clock. Is this where we really want to be?”

The tone then shifts to show Bangkok’s transition into the future vision. Office and tech workers are shown working together

The voiceover then says: “What if we stop thinking just about ourselves and start sharing the good we have… We could solve the problems of today. We could build a better tomorrow.”

“With their ambitious vision to help build a better city, Ananda Development acknowledges that it is a task impossible to achieve alone,” said GREYnJ United in a press statement. 

Alongside the online film, the campaign is also being promoted through print, OOH, online and social media under the hashtag #WeCulture.

Agency credits

Agency: GREYnJ United

Chief creative officer: Jureeporn Thaidumrong

Executive creative director: Andrew Chu

Senior creative team: Thanapol Jiratadaporn, Pattanapond Ketrathon

Creatives: Sirichai Yotatikuncha, Veerawin Suksantinunt, Amrita Baweja

Managing director: Kanaporn Hutcheson

Client service director: Kanokkorn Seehapan

Account manager: Nantida Tansawai

Account executive: Jiratchana Boontham

Agency producers: Kanoksak Kanchanachutha, Thanyaporn Damprasert, Anuchit Sannopphakun, Nattakit Wongpakorn.

Traffic manager: Warangkana Naksakul

Production

Production Company: Dylan Films Co., Ltd. 

Director: Tanis Pintong 

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