Adjustable

Leo Burnett Thailand and Bank of Ayudhya go against the norm of health insurance, with a new kind of health insurance that is adjustable following each one’s life planning.
No one truly knows about your lifestyle and your health condition better than yourself. That's why Bank of Ayudhya introduces new Krungsri Health Insurance Plans that can be adjusted upon individual consumer needs and best fits every one's life.
Despite the fact that a norm of commercial about health insurance category tends to use an emotional or fear approach in order to trigger consumers to buy more or to pick the most coverage plan, we instead disrupt this norm by using a different approach. With the four online targeted films, we show a twist of the protagonists against the commercial’s announcer, who first of assuming and narrating about other people’s lives.
Revealing later on that Krungsri sincerely opens for the protagonists to adjust health insurance details to best fit and most satisfied by themselves, according to whatever them shall need and want. The core execution is aimed to demonstrate such a normal complicated thing like health insurance to be easier to understand as well as to show that Krungsi truly cares for the best fit of individual consumer needs.