First Choice's AI-dentity politics
Gender-fluid influencer PP Krit is an AI-generated human imaging a world where stereotypes no longer exist in this thought-provoking spot from Wuthisak Anarnkaporn and Leo Burnett Thailand.
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Credits
powered by
- Agency Leo Burnett/Bangkok
- Production Company Factory01
- Director Un Wuthisak Anarnkaporn
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Credits
powered by
- Agency Leo Burnett/Bangkok
- Production Company Factory01
- Director Un Wuthisak Anarnkaporn
- Sound Mellow Tunes
- Post Production One Cool Production
- Chief Creative Officer Sompat Trisadikun
- Executive Creative Director Ariyawat Juntaratip
- Group Creative Director Sarut Yungcharoen
- Creative Group Head Kittinat Prasomsap
- Art Director Sompat Trisadikun
- Art Director Ariyawat Juntaratip
- Art Director Sarut Yungcharoen
- Art Director Sarita Virunechavee
- Copywriter Kittinat Prasomsap
- Producer Rungrudee Chinpratan
- Producer Rungtawan Nanthasaen
- DP Pithai Smithsuth
- Assistant Director Mattanee Uajarernsup
Credits
powered by
- Agency Leo Burnett/Bangkok
- Production Company Factory01
- Director Un Wuthisak Anarnkaporn
- Sound Mellow Tunes
- Post Production One Cool Production
- Chief Creative Officer Sompat Trisadikun
- Executive Creative Director Ariyawat Juntaratip
- Group Creative Director Sarut Yungcharoen
- Creative Group Head Kittinat Prasomsap
- Art Director Sompat Trisadikun
- Art Director Ariyawat Juntaratip
- Art Director Sarut Yungcharoen
- Art Director Sarita Virunechavee
- Copywriter Kittinat Prasomsap
- Producer Rungrudee Chinpratan
- Producer Rungtawan Nanthasaen
- DP Pithai Smithsuth
- Assistant Director Mattanee Uajarernsup
Whilst many views of how the future will look envision robot-overlords, fungus-spreading monsters and/or the right-wing gone wild; none of which are particularly appealing.
Taking an altogether more utopian view is Leo Burnett Thailand for First Choice, whose provocative First Generation spot utilises gender-fluid influencer Krit Amnuaydechkorn, aka PP Krit, as a symbol of diversity and equity for Thailand's youth, advocating for inclusion and self-acceptance.
“The beliefs and attitudes of younger generations in Thailand are shifting," explains Athip Sinpagekan, EVP Head of Marketing at First Choice. "Everyone wants to be accepted, no one wants to be judged, yet very few brands in Thailand have been bold enough to stand up for a more inclusive future. Inspired by PP Krit’s own story as someone who is always true to themselves, we are reminding people that First Choice’s products and services are tailor-made to support the lifestyle, ambitions and dreams of this generation, and the next one, too.”
Directed by Factory 01's Wuthisak Anarnkaporn, the spot uses stark visuals and intriguing imagery to express the sentiment, imagining what humans may look like 10 years from now if they were created using artificial intelligence.
“We had the idea of reflecting PP Krit’s own story of standing up for social acceptance by emulating the process of generating humans with AI," adds Sompat Trisadikun, Chief Creative Officer at Leo Burnett Thailand. "We hope this campaign will engage a new generation that wants to be supported and accepted for who they really are, while promoting First Choice as a bank whose products can support a more inclusive future.”
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