Think Positive : BOMB



“Launching a new flavor” is a tactic many brands frequently use to boost sales and stay competitive in the market. Usually, Snack Jack would launch a new flavour annually for those reasons, except for this year, when we did not have any new flavours to market. But we wanted to keep in touch with Gen Z in order to remain on top of their minds.
Despite the many problems already existing in Thai society, Gen Z as well as many other Gens often go about solving them in such complicated ways that sometimes create endless new problems as a result. This ‘Thailand Only’ style of solving problems is what inspired us to come up with this communication tactic that every Gen Z can relate with.

‘Think Positive” is how Snack Jack aims to encourage Thais to act, as we believe that optimism always presents an easy solution to all problems without being toxic to our lives. And what’s important is that this communication idea is filled with positive messages which goes in line with Snack Jack’s previous ads in addition to their brand DNA which is “Good snack for good souls”.

The key to ensuring our Snack Jack’s appeal to Gen Z teens is ‘Entertainment Value’. And unlike previous commercials, we also made the storyline full of twists and turns besides the typical fun factor. This kept the viewers’ interest in the story till the end, despite being a long commercial lasting many minutes. Also, we created a new sensation by adding ‘Thainess’ into various elements of the film, such as actors, wardrobe, way of speaking, location, set design as well as the jokes which really appealed to Gen Z, for they can relate to them despite plenty of exaggeration in the storylines.

This professional campaign titled 'Think Positive : BOMB' was published in Thailand in August, 2022. It was created for the brand: SNACK JACK, by ad agency: ADAPTER DIGITAL AGENCY. This Content and Film media campaign is related to the Food industry and contains 1 media asset. It was submitted over 1 year ago by Executive Creative Director: Supparat thepparat of ADAPTER DIGITAL AGENCY.


Chief Executive Officer : Atawoot Wesaranurak
Managing Director : Chaowalit Vichayachakorn
Executive Creative Director : Supparat Thepparat
Creative Director : Rattiya Suphatanasilpa
Creative Group Head : Natthaphol Hirunlikid / Vichai Kiatjaroonsiri
Copywriter : Chayaphat Visarnbuchanee
Art Director : Thanaphorn Sroyphuraya
Head of Communication Strategist : Dacha Ramjan
Associate Strategic Planning Director : Chanya Sutthienkul
Strategic Planner : Monchanok Boonyawannakul
Head of Production : Kodchaporn Rattanachan
Head of Project Management : Worawut Rojanapradap
Senior Project Executive : Krittika Jindasiri
Head of Account Management : Penrawee Itthirojanakul
Group Account Director : Yosathorn Srirojanant 
Senior Account Executive : Nutnicha Wongtangcharoen

Film Production Company : Suneta House
Director : Teerapol Suneta
D.O.P : Chalongwut Chorruangsak
Gaffer : Phongthep Phusawang
Executive Producer : Rujirat Suneta
Film Production Producer : Chanapa Ployarunrung
Asst.Director1 : Napat Vorasuk
Asst.Director2 : Kittikhun Jongkraiwut
Production Manager : Warawan Laksanarom
Art director : Pornchai Cheeranoon (Aof)
Casting : Narissara Makmane (Por)
Stylist : Montatip Narong (Ann)
Editor : Sarawut Kaweethammawong
Colorist : Nuttacha Khajornkiatsakul
Flame Artist : Thannawit Jiasuppibul
Post-Production Producer : Kittipong yuyo
Sound Production Company : Sound Space
Sound Engineer : Danai Suthamcharee


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