JWT Bangkok hires Thai filmmaker to create travelogue to launch Huawei smartphone

For the launch of the Huawei Mate 20 series smartphone, J. Walter Thompson Bangkok brought on board award-winning Thai filmmaker Nawapol Thamrongrattanarit.

The main film for the campaign is a travelogue where Thamrongrattanarit records his impressions of Japan and sends them back as souveniers to friends of his back home in a campaign called #FromMatetoMate.

Asked why the agency opted to go this route and about its choice of filmmaker, JWT Bangkok’s creative director Thasorn ‘Pete’ Boonyanate said: “We developed the concept and thought Nawapol would have the right sensibility to deliver it.

“(While) the director had no previous connection with the brand, he is no stranger to branded content, being famous for his quirky and funny commercials.

“But it is the more ‘sincere’ side of his repertoire as a writer and photographer that we wanted to use for bringing our concept.

“Huawei Mate 20 is one of the most technologically advanced smartphones, but we instead opted to highlight the emotional aspect of such an intelligent machine, which we thought was a more interesting take.”

Thamrongrattanarit added: “I drew inspiration from the souvenirs that travelers buy for their loved ones, the usual sweets, toys and small memorabilia.

“I personally think the most precious souvenir is a moment in time. So I did just that.

“Shooting this short film series with a Huawei Mate 20 took me to a new chapter in filmmaking, where I could challenge the limitations of professional cameras, capturing more spontaneous moments and editing my videos right away with the AI video editor.”

A dedicated microsite has been launched as a part of the campaign where people can select from the video postcards to send to their friends.

Credits

Creative Team

Chief creative officer: João Braga

Creative director: Thasorn Boonyanate

Creative group head: Danai Apiwatmongkol

Copywriter: Thasorn Boonyanate/ Supalerk Silarangsri / Supanat Wachiralappaitoon

Art director: Kusuma Arunanondchai / Danai Apiwatmongkol

Head of production: Jiroj Mechoojit

Client Service Team

Managing director: Parattajariya Jalayanateja

Group account director: Nuttawut Boonpan

Account manager: Aphesa Iamsakulpanit

PR Team

Managing director: Chanapatt Chindasanguan

Business group director: Saruttaya Mahanavarani

Business director: Pornchanan Yamarat

PR supervisor: Lersant Wisedsinthop

Production House Team

Production house: very sad picture co,.ltd.

Director / editor / cameraman: Nawapol Thamrongrattanarit

Producer: Pacharin Surawatanapongs

Client Team

Chief marketing officer: Chanvit Khieonavavongsa

Marketing manager: Tan Jing

Marketing manager: Ratta Muenphuea

Product manager: Polapat Saibourtong

Digital manager: Sutida Tahsai  

Public relations: Napatsakorn Borisuthsawad