Ogilvy Thailand creates 6-minute film exploring gratitude in Thai culture

Ogilvy Thailand has created a six-minute film for Thailand’s largest private company, Charoen Pokphand Group, as the brand looks to explore one of the country’s key behavioural traits – gratitude.

The movie, which tells the story of a young teacher and his mother in a remote Thai village, kicks off a brand campaign for CP Group, aptly called Gratitude.

The work is designed as a ‘thank you’ to the people who have contributed to the company’s success since its founding in 1921, its chief executive Supachai Chearavanont said.

“Gratitude has always been an integral part of Thai culture. As a Thai business, we wanted to celebrate this unique part of our culture, and the qualities it endears when it comes to how we choose to conduct ourselves in life – and for the C.P. Group – our business,” he said.

Chearavanont  added that the campaign “is all about the gratitude we have for all of our consumers, suppliers, and stakeholders that have each played a role in our success”.


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