Thailand - Shot on iPhone

The Objective: Deepen brand connection with Thai culture through the iPhone camera. In Thai tradition, each day of the week is represented by a specific color.

Traditional Thai colors of the new day

Every morning, Thais share images of flowers with greetings of optimism and well wishes with each other in the color of the day. 
As Creative Director at MAL Singapore we created the first bespoke Apple campaign for Thailand. 
“Sawasdee Monday” (Hello Monday) celebrates every new day with images of Thailand all shot on iPhone.
Launching on a Monday, Thai commuters were greeted with a new colorful message: “Sawasdee Monday” in Yellow, then the next morning refreshed to the new day color. “Sawasdee Tuesday” was pink. "Sawasdee Wednesday" was green.
Using Thai photographers and filmmakers, Bangkok and its surroundings had never been seen this way. And using Thai musicians brought the 7 films to life.
The surprising campaign got major coverage in Asian media and was viewed by millions of Thais bringing optimism and color to their day.
Role: Concept, writer, design and art.
Hello Monday. Shot on iPhone Xs

Hello Monday Broadcast Shot on iPhone Xs

Hello Monday Outdoor Shot on iPhone Xs

Hello Monday Apple Homepage and new day images to share

AIS Central World video wall + digital screens
Hello Tuesday. Shot on iPhone Xs

Hello Tuesday Broadcast Shot on iPhone Xs

Hello Tuesday Outdoor Shot on iPhone Xs

Hello Tuesday Apple Homepage and new day images to share

Hello Wednesday. Shot on iPhone Xs

Hello Wednesday Broadcast Shot on iPhone Xs

Hello Wednesday Outdoor Shot on iPhone Xs

Hello Wednesday Apple Homepage and new day images to share

Hello Thursday. Shot on iPhone Xs

Hello Thursday Broadcast Shot on iPhone Xs

Hello Thursday Outdoor Shot on iPhone Xs

Hello Thursday Apple Homepage and new day images to share

Hello Friday. Shot on iPhone Xs

Hello Friday Broadcast Shot on iPhone Xs

Hello Friday Outdoor Shot on iPhone Xs

Hello Friday Apple Homepage and new day images to share

Hello Saturday. Shot on iPhone Xs

Hello Saturday Broadcast Shot on iPhone Xs

Hello Saturday Outdoor Shot on iPhone Xs

Hello Saturday Apple Homepage and new day images to share

Hello Sunday. Shot on iPhone Xs

Hello Sunday Broadcast Shot on iPhone Xs

Hello Sunday Outdoor Shot on iPhone Xs

Hello Sunday Apple Homepage and new day images to share

Retail
Genius' t-shirts
Retail/Today @ Apple
Weekly sessions to demonstrate how to take vibrant photos with the iPhone + photowalks influenced by the color of the day
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