During fierce competition, the state-owned Thailand Post has successfully brought its digital transformation strategy to life, evolving from a traditional postal service provider to an ‘information logistics’ company. With 141 years of operational experience, assisted by 20,000 postmen and advanced logistic data, Thailand Post is leveraging its extensive ‘last mile’ expertise as a new competitive edge.
Grey Thailand embraced a humanizing approach in rebranding Thailand Post by using ‘storytelling in a presentation’ to explain this transformation. At the heart of their campaign is a 3-minute online film titled ‘You’re My Destin(y) action’, inspired by a true story. The film creatively portrays the success of a young man who discovers a new opportunity through a parcel sent from his grandfather. The visual metaphors and an original song emphasize the connection between customers and Thailand Post’s evolving role in their lives.
One of the film’s standout elements is a miniature Bonsai tree within the parcel, symbolizing new beginnings and representing the quality of service offered. The concept of the tree’s ‘growing moment’ is woven into the story to reflect Thailand Post’s role, which extends beyond simple parcel delivery to fostering customer success.
To further enhance the campaign, Grey Thailand overhauled the brand’s key visual design, adopting a minimalistic style. Moving away from animated figures set against a red backdrop, the new design emphasizes the theme of relationships. The use of wide-angle ground shots paired with a clear sky symbolizes a brighter future, while the calming hues of green and blue create a peaceful and empowering atmosphere. This allows consumers to feel more relaxed and emotionally connected to the brand.
“For complex topics, visual metaphors can be incredibly effective in making complicated ideas more relatable,” said Creative Director Thanyaluck Pongacha. “At the same time, key visuals with minimalistic designs can simplify human recognition in a world overwhelmed by too much information.”
By blending humanized storytelling with a sleek visual approach, Grey Thailand successfully revitalizes the 141-year-old Thailand Post, positioning the brand as both modern and emotionally engaging in today’s rapidly changing landscape.
Credits
Client
Dr.Dhanant Subhadrabandhu, Chief Executive Officer
Dr.Waraporn Kongkiewphan, Chief Corporate Strategy Officer
Ms.Waraphorn Chaitiamwong, Senior Executive Vice President
Agency: Grey Thailand
Chief Operating Officer: Kanokkorn Seehapan
Chief Creative Officer: Sompat Trisadikun
Creative Director: Thanyaluck Pongacha
Associate Creative Director: Vongjino Kedjariyanon
Senior Copywriter: Sorrawich Srisupasitanon
Group Account Director: Phetpichaya Saengchaipan
Account Manager: Settawut Janda
Production: UnderDoc Film