Campaign details

Brand: Chang Beer
Brand owner: Thaibev
Lead agency: Iris
Country: Thailand
Industries: Beer & cider
Media channels: Online video, Social media
Budget: Up to 500k

Executive summary

Research tells us when people think of superior crafted products, they don't think of Thailand.

Yet a renaissance is happening in Thailand that is not only elevating the craft of its products, but also bringing pride to a nation of Thais.

Chang Beer wanted to highlight and celebrate this new era of Thai craft and Thai pride by tapping into Thailand's mystical culture and bring it to a new generation of urban drinkers both in Thailand and globally. By unearthing the Lamiat in its brand DNA, Chang Beer pinned its colours to the mast as a flag bearer for the new generation of Thais who are fusing the old with the new and building new codes of craft.