COLLABORATING WITH THAILAND’S MOST RENOWNED CRAFTSMEN TO DEMONSTRATE WHY CHANG IS THAILAND’S MOST WELL-CRAFTED BEER

Chang Beer wanted to rise above the competition and establish itself as the de-facto beer of Thailand. The challenge was to communicate its key point of difference: a meticulous brewing process and refined recipe crafted over 30 years.

Our solution was rooted in Thai culture and philosophy. We embraced Lamiat (lá-mîat)—a centuries-old Thai philosophy that embodies the pursuit of perfection in craft. To bring this idea to life, we collaborated with Thailand’s most celebrated illustrator, top 3D animation house, and a renowned film director to create a visually stunning film that showcased the lamiat philosophy behind every bottle of Chang.

The 12 month journey to our film:
The philosophy behind the Thai word “Lamait” teaches us to approach life as a work of art, where every detail is continually refined in the pursuit of perfection. Reflecting this philosophy, each scene of the campaign was meticulously hand illustrated for animation over the course of 12 months.

The resulting film redefined how beer drinkers in Thailand perceived Chang, capturing the essence of craftsmanship and dedication that goes into every bottle.

For PR, we created a ‘making of the ad’ film for social media.