What the Fast!

Leo Burnett Thailand has unveiled a series of micro-films called "What The Fast!" created for Krungsri First Choice.
The campaign consists of three 15-second films about life scenarios that are typically difficult, drawn-out, and complex—like making up with a loved one, asking a father for permission to travel with a partner, and confronting a boss.
When juxtaposed with the swift and straightforward service of Krungsri First Choice, these scenarios are resolved swiftly – in seconds – highlighting the brand's core message of simplicity and speed, while resonating with people’s desire for a hassle-free life. The campaign won Gold in the Film Lions category at the 2024 Cannes Lions International Festival of Advertising.
"I really want to thank our client, First Choice, because no matter how great an idea is, it won't happen without their support. The biggest credit goes to our client for always valuing creativity and backing our work over the years and for many years to come. We couldn't have done it without them," says Prasert Vijitpawan, Chief Creative Officer at Leo Burnett Thailand.
Thiti Boonkerd, Deputy Executive Creative Director at Leo Burnett Thailand, adds: “Winning a Gold Lion is an incredible moment for any creative, but I’ve always believed that great creativity doesn’t come from creatives alone. This work was born from a great deal of support from our entire Leo Burnett team, and our production partner FACTORY01. Kudos to our amazing client, First Choice, for their creative bravery.”
‘What the fast!’ is directed by FACTORY01’s Wuthisak Anarnkaporn.
Athip Sinpagekan, Managing Director at Krungsri First Choice, explains: “As competition in the credit card and cash card market intensifies, brands are fiercely showcasing their unique strengths and selling points. Among them, Krungsri First Choice stands out by tailoring its products to the needs of a time-poor audience. We challenged our agency partners to bring this USP to life in the most unexpected way possible.”
Krungsri First Choice tailors its credit cards and financial products to the needs of younger generations with benefits such as credit health checks, spending controls, no annual fees (when spending as specified), and cash-back rewards.