• SUB CATEGORY :
    USE OF EVENTS
  • COMPANY ENTERING :
    THE SOUR BANGKOK CO., LTD., BANGKOK
  • TITLE :
    SANGSOM BAR
  • BRAND :
    SANGSOM
  • ADVERTISER :
    SANGSOM
  • AGENCY :
    SOUR BANGKOK, BANGKOK
  • MANAGING DIRECTOR :
    PIMMARD LEENUTAPHONG
  • EXECUTIVE CREATIVE DIRECTOR :
    DAMISA ONGSIRIWATTANA
  • CREATIVE DIRECTOR :
    THAMAKORN RUCHAKITYANON
  • ASSOCIATE CREATIVE DIRECTOR :
    WARANGRAT RATTANABUMRUNG
  • ART DIRECTOR :
    DAMISA ONGSIRIWATTANA/SITTA JANTARAWONG
  • COPYWRITER :
    WARANGRAT RATTANABUMRUNG/TEVIT PHADUNGNANON/
    THAMAKORN RUCHAKITYANON
  • AGENCY PRODUCER :
    WUTTIPON THANOPAJAI/KHANTHIDA PHETHAI
  • DESIGNER :
    RATTA SRISONG
  • PERFORMANCE MEDIA SPECIALIST :
    NATTHANICHA PUNAKAPUTRA
  • ACCOUNT DIRECTOR :
    PITCHAYAPORN TAIVEJASART
  • ACCOUNT MANAGER :
    CHAVISA BUAKRUEN
  • STRATEGIC PLANNING DIRECTOR :
    NAPAS WARASESTASAK
  • PLANNER :
    PANICHA PRASITANOND
  • MEDIA BUYER :
    JIRAPHAT CHAITHONGKHAM/RAMIDA CHITTRAGORN
  • MEDIA AGENCY :
    SOUR BANGKOK, BANGKOK
  • PR AGENCY :
    SOUR BANGKOK, BANGKOK
  • PRINT PRODUCTION COMPANY :
    SALT & PAPER DESIGN STUDIO, BANGKOK/BANGKOK CANVAS, BANGKOK
  • PHOTOGRAPHER :
    KANRAPEE CHOKPAIBOON
  • ASSISTANT PHOTOGRAPHER :
    ADSADANG SATSADEE
  • DESIGNER :
    PIPIDH KHOWSUWAN
  • CAMPAIGN SUMMARY :
    Sangsom, the leading Thai rum, made a strong commitment to sustainability.
    By 2025, our goal is 100% of glass sold in Thailand will be retrieved for reused and recycled.

    Problem: as a rum brand that is popular in partier’s. How can we turn sustainability spirit into an experience that is friendly to consumers and the environment without creating new waste?
  • THE BRIEF :
    As a rum brand that is popular in partier’s. How can we turn sustainability spirit into an experience that is friendly to consumers and the environment without creating new waste?
  • THE STRATEGY :
    The Reuse-Before-Reuse Bar.
    The iconic bar builded by REUSES 11,000 SangSom bottles
    BEFORE REUSING them back on shelf as SangSom Rum.
    The entire construction is PLASTIC FREE.
    And all of the bottles will be REUSED for many more parties to come.
  • THE EXECUTION :
    The Iconic Moon pavilion :
    Designed to resemble the ‘Full Moon’, the meaning of SangSom

    Vacuum Squid Wall :
    A special design technique that holds every single bottle without cracking,
    making it 100% reusable

    Reassemble structure:
    A modular that was designed to be movable across Thailand.

    Refill backdrop
    The wall designed to stock rum bottles, after serving,
    the empty bottles doubling as illumination…
  • THE RESULT :
    The spirit of Thai rum isn’t just about reuse.
    But, also, expanding opportunities, and giving old things a new purpose.
    - This eye-stopping pavilion became one of the hottest landmarks of Wonderfruit 2022, the largest sustainability culture and music festival in Thailand.
    - Gained FREE PR worth 12.7 million baht.
    - 11.5 million brand visibility on social media.
    - 86% increase in Engagement with the brand and sustainability.
    - The bar was mentioned by the interiors industry as “The finest example of disruption of Circular Material”.