People love snapping their mates mid-nap in public and turning them into viral memes.
So when Arabus, a Thai coffee brand, wanted to show just how strong their coffee is, we brewed up an idea inspired by that very trend.
We staged a series of playful “public nap” moments using talent, gave the images a cheeky meme-style retouch, and turned them into eye-catching out-of-home campaign.
It was a fresh move for 2016, back when no one dared to use memes in advertising.
Case Study Video
*This case study video was created after the awards submission to recap the campaign.
The headline and campaign name were updated to improve translation.
Credit
Agency: Monday, Thailand (Now merged into VML Thailand)
Chief Creative Officer: Wiboon Leepakpreeda, Passapol Limpisirisan
Creative Director: Thanawat Sakunnanthipat
Art Director: Nuttanun Vacharaprechasakul (Nathan Va)
Copywriter: Pakorn Siripol
Producer: Naiyana Thongmintra
Account Manager: Sujitra Srivarakiat
Photographer: Chub Nokkeaw
Production House: Chubcheevit Studio