The “Reveal Your Thaidentity” campaign aims to make Thailand attractive again as a holiday destination for tourists from Singapore. The design strategy centres around presenting Thailand and its culture, which is familiar to most Singaporeans, through cartoons in an unfamiliar way. The three animated clips each show a tourist experiencing the prime attractions Singaporeans associate with a holiday in Thailand: shopping, food and entertainment. Once they have overcome their initial culture shock, the characters start to go wild and become a part of the colourful scenery, embracing their hidden “Thaidentity”.
Credits
Client:
Tourism Authority of Thailand – Singapore Office, Royal Thai Embassy, Singapore