IF TMRW GEN Y RULES
What is TMRW?
TMRW is the first fully digital bank in Thailand providing mobile only banking services targeted exclusively at millennials (aka Gen Y). To first launch this brand in red ocean market where consumers are overwhelmed with many local brands’ communications, we need to state our brand purpose clearly to differentiate ourselves.
Challenge and Solution:
To launch this brand for the first time in the red ocean market like Thailand where big local competitors are competing over users of their mobile-banking apps, the first thing TMRW needed to do is state their key difference – not only in their service but in their brand DNA as the first bank with the purpose to keep the young generation one step ahead.
By swapping the heads of the main characters, this film shows the twisted, surrealistic world where millennials (Gen Ys) posses more power over their previous generations to demonstrate how their ‘new’ ways of attacking problems counter the older generation’s ’traditional’ methods in familiar scenarios.
Team:
Creative Directors: Papop Chaowanapreecha, Noranit Yasopa
Group Heads: Kamolwan Nophaket, Kanon Umpornsirirat
Art Directors: Kajohnchai Rodklongtan, Rapas (Boong) Chamnanratanakul
Copywriters: Kornchanok Khuntiphuntukul, Nalin Viroonhatham
Producer: Sarin Ittinuntaweerachai
Director: Wuthisak Anarnkaporn, Factory01
What is TMRW?
TMRW is the first fully digital bank in Thailand providing mobile only banking services targeted exclusively at millennials (aka Gen Y). To first launch this brand in red ocean market where consumers are overwhelmed with many local brands’ communications, we need to state our brand purpose clearly to differentiate ourselves.
Challenge and Solution:
To launch this brand for the first time in the red ocean market like Thailand where big local competitors are competing over users of their mobile-banking apps, the first thing TMRW needed to do is state their key difference – not only in their service but in their brand DNA as the first bank with the purpose to keep the young generation one step ahead.
By swapping the heads of the main characters, this film shows the twisted, surrealistic world where millennials (Gen Ys) posses more power over their previous generations to demonstrate how their ‘new’ ways of attacking problems counter the older generation’s ’traditional’ methods in familiar scenarios.
Team:
Creative Directors: Papop Chaowanapreecha, Noranit Yasopa
Group Heads: Kamolwan Nophaket, Kanon Umpornsirirat
Art Directors: Kajohnchai Rodklongtan, Rapas (Boong) Chamnanratanakul
Copywriters: Kornchanok Khuntiphuntukul, Nalin Viroonhatham
Producer: Sarin Ittinuntaweerachai
Director: Wuthisak Anarnkaporn, Factory01
Brand Identity Films
Product Functions Films