Truck Tag

Agency Network: 
September 2021


Thai people like to name a pickup truck. Most of the car's names signify strong performance or meaning luck in work. Mitsubishi Motors wants to bold the truck’s name that makes it important to trucks as not just vehicles. Because it’s not just a truck. It’s part of family.

“Truck Tag” is the campaign that Misubishi Motors Thailand use the insight from behavior of truck driver, which mostly always named their truck. The campaign will show the world their truck's name by having the truck tag created, exclusively made for their truck. Just share a photo with their truck and show off their trucks' name in activity post on Mitsubishi Motors Thailand's Facebook page.

The number of Truck Tag campaigns' participants has exceeded over 900% from the expectation, far beyond the number we could deliver. This campaign was mentioned among all truck lovers on social media, so spreading that made others follow our idea by creating the truck tag themselves. But that's alright, because we know your truck is not just a vehicle. It means more than that.

Integrated advertisement created by Publicis, Thailand for Mitsubishi, within the category: Automotive.

Advertising Agency: Publicis Thailand, Bangkok, Thailand
Production Company: Wake Up Media & Production
Media Agency: I-dac / Bangkok
Chief Creative Officer: Sompat Trisadikun
Film Director: Chayanan Petchjood
Executive Producer: Pattaratape Reepairoj
Production Producer: Chatmongkol Nilprasert
D.o.p: Prat Saynatee
Production Assistant Manager: Watchara Srikadklao
Production Assistant: Sarun Mungthunya, Annop Chaisaksrisakul, Chanokchon Limwirat
Photographer: Nattasit Chunprapanusorn
MUA & Stylist: Khunnalak Pholamp
Service Production: Zion Nopparat, Kwandow Kaewtip
Post- Producer: Parin Viriyamano
Editor: Terapat Taechawanitchai, Prat Saynatee, Napatsakorn Srisinpaisan, Prachya Klom-arrom
Motion Graphic: Natthawut Saewang
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Jayanarashintha's picture

The same idea was done in 2017 and won Cannes.

Activity Score 65
Art Director at RAPP Middle East
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