{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"CONSUMER GOODS","is_link":false},{"keyword":"ENTRANT COMPANY","content":"ACCENTURE SONG (THAILAND), BANGKOK","is_link":false},{"keyword":"TITLE","content":"GQ PRO MED SCRUBS ","is_link":false},{"keyword":"BRAND","content":"GQ APPAREL","is_link":false},{"keyword":"ADVERTISER","content":"KITITAN CO., LTD.","is_link":false},{"keyword":"AGENCY","content":"ACCENTURE SONG (THAILAND), BANGKOK","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"SUNARD THANASANAKSORN","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"SAKUNNAPAK CHAIPRACHA","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"PAPOP CHAOWANAPREECHA","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"KANON UMPORNSIRIRAT","is_link":false},{"keyword":"ART DIRECTOR","content":"NATTANYAPORN JIRAGOONTANSIRI\/JIRATCHAYA PATTARATHUMRONG","is_link":false},{"keyword":"COPYWRITER","content":"CHOTCHANIT CHANPENSUK\/PONGSAKORN PHUMSIRIDOL","is_link":false},{"keyword":"RESEACH & DATA ANALYST","content":"MARWIN MAMAI","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"DECHAKORN AMORNWACHIRABODEE","is_link":false},{"keyword":"CLIENT SERVICE MANAGER","content":"NATTHA SRIVICHA","is_link":false},{"keyword":"STRATEGIC PLANNING MANAGER","content":"NATHANIT TANTANAPORNKUL","is_link":false},{"keyword":"PR AGENCY","content":"GQ APPAREL (IN HOUSE), BANGKOK","is_link":false},{"keyword":"PR DIRECTOR","content":"KHAKKANANG CHUENCHOKSAN ","is_link":false},{"keyword":"PR MANAGER","content":"ACHIRAYA BOONMALERT\/WIRANPAT SRINETHINANUN","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"GQ, as a brand set to be “Workwear that Works,” our purpose is to innovate apparel design for professional life’s solutions. With our technology, we’ve been solving office workers’ challenges and boosting their work efficiency for several years. But work doesn’t only happen in offices, and neither should our workwear. We decided to aim for \r\na bigger purpose: designing for professions, not just places.\r\n<br>\r\n<br>We began with one of Thailand’s most demanding fields: healthcare. Despite the country’s world-class medical standing, the daily quality of life for staff remains a struggle.\r\n<br>\r\n<br>We spent over two years co-developing this with real medical staff to uncover pain points no one talks about.\r\nEvery feature answers a need, from fabric combining our best technologies to 21 features that cover more than just necessities. The result is GQ PRO MED, our proof that “Workwear that Works” can go far beyond the office.\r\n<br>\r\n<br>By taking this first step out of the office, we have redefined GQ as a brand built for workers, not just workplaces. \r\nThis is only the beginning of our mission to deliver \"Workwear that Works\" to every profession that truly needs it.","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"We started with one of Thailand’s most demanding professions, healthcare. While ranking among top 10 in the world, Thai medical staff’s quality of life says different. It’s a field full of struggles where better clothes could mean better care. GQ Pro MED Scrubs is our first proof that “Workwear that Works” can go far beyond the office. These scrubs flip overlooked struggles into sharp design, crafted to boost efficiency, reduce work risks and deliver emotional armor under pressure.","is_link":false},{"keyword":"STRATEGY","content":"In a digital world connected by social media, where stories travel faster than ever, we adopted an “Actions Speak Louder than Ads” strategy. By using our product as our primary media, we sent our message directly through our design.\r\n<br>\r\n<br>We brought our signature “Workwear that Works” innovation beyond the office and placed it where it mattered most: medical scrubs. We solved real doctor pain points in every detail possible, then launched the product into the market to deliver both a message and a promise: we will create workwear that truly works for all professionals, not just office workers.","is_link":false},{"keyword":"EXECUTION","content":"We spent over two years co-developing this with real medical staffs to uncover pain points no one talks about. \r\nEvery feature answers a need, from fabric combining our best technologies to 21 features to cover more than necessities. Even a small hidden pocket for keepsakes or amulets, quiet sources of strength for long, high-pressure shifts. It’s not just function, it’s empathy in design. Because when clothes take care of the small things, people can focus on what matters most. That’s what workwear that truly works should be.\r\n<br>","is_link":false},{"keyword":"RESULT","content":"Beyond official recognition and positive feedback from the press, the work was honored with two major design awards: the DEmark Design Award 2025 and the Prime Minister’s Export Award 2025.\r\n<br>\r\n<br>The market proved the demand, too, with GQ PRO MED scrubs selling out in just 8 hours. And most importantly, our products have been adopted by modern hospitals and continue to be praised and recommended by the medical professionals who wear them.\r\n<br>\r\n<br>We successfully took workwear out of the office. In that shift, people began to see GQ for what we truly are: a brand built for all kinds of professionals. We have proven that we will provide “Workwear that Works” for every profession that truly needs it.","is_link":false},{"keyword":"URL","content":"https:\/\/gqsize.com\/en\/pages\/promedscrubs","is_link":true}],"files2":[{"name":"BE01_002.mp4","type":"mp4"},{"name":"BE01_002_DI01L.jpg","type":"jpg"}],"count":2}