{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"USE OF TALENT & INFLUENCER","is_link":false},{"keyword":"ENTRANT COMPANY","content":"WOLF BKK, BANGKOK","is_link":false},{"keyword":"TITLE","content":"THE SCENT THAT GIVES YOU THE SCENE","is_link":false},{"keyword":"BRAND","content":"MITH BANGKOK","is_link":false},{"keyword":"ADVERTISER","content":"MEE MIT MAK CO., LTD.","is_link":false},{"keyword":"AGENCY","content":"WOLF BKK, BANGKOK","is_link":false},{"keyword":"GENERAL MANAGER","content":"NATDHEE SOPONDHITIPUN","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"TORSAK CHUENPRAPAR","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"TORSAK CHUENPRAPAR","is_link":false},{"keyword":"CREATIVE GROUP HEAD","content":"GREEPOL BOONSRANGSOM","is_link":false},{"keyword":"ART DIRECTOR","content":"PATTARAWAN LUANGSA-ARD\/TORSAK CHUENPRAPAR","is_link":false},{"keyword":"COPYWRITER","content":"GREEPOL BOONSRANGSOM\/TORSAK CHUENPRAPAR","is_link":false},{"keyword":"AGENCY PRODUCER","content":"CHANOKNAN WONGWISES","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"SIRAPA KANCHANASUPPAWONG","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"SAWARIN JUNTARATIP","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"HAPPY ENDING FILM, BANGKOK","is_link":false},{"keyword":"DIRECTOR","content":"NAWAPOL THAMRONGRATTANARIT","is_link":false},{"keyword":"CINEMATOGRAPHER","content":"NATDANAI NAKSUWAN","is_link":false},{"keyword":"ASSISTANT DIRECTOR","content":"PORNPONG WONGWATPONG","is_link":false},{"keyword":"FILM PRODUCER","content":"PACHARIN SURAWATANAPONGS","is_link":false},{"keyword":"SOUND","content":"DISARIN NINLAWONG","is_link":false},{"keyword":"CASTING","content":"SURANGKANA SUWANJINDA","is_link":false},{"keyword":"PROP MASTER","content":"JIRAYOOT CHOMPARAPOL","is_link":false},{"keyword":"STYLIST","content":"KWANHATAI CHITTIWATANA","is_link":false},{"keyword":"ART DIRECTOR","content":"PATCHARANUN TALANON","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"ONE COOL PRODUCTION, BANGKOK","is_link":false},{"keyword":"EDITOR","content":"CHALEAMCHON NATIPAT","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"In the fragrance industry, celebrity presenters have long been the formula for success. Because perfume can’t be seen, touched, or easily described, brands rely on famous faces to make people feel what the scent represents. \r\nThe message is simple: if you wear this perfume, you can be just like them.\r\n<br>\r\n<br>For its first major campaign, MITH Bangkok, a Thai fragrance brand, chose Baifern Pimchanok—Thailand’s “Queen of Presenters,” representing more than twenty brands. But this time, MITH challenged the usual formula.\r\n<br>\r\n<br>“The Scent That Gives You The Scene” shifts the spotlight from the presenter to the everyday people who wear MITH, giving them their own moment in the scene, just like a presenter would. In Thai, the word “scene” carries a double meaning: not only a cinematic scene, but also the moment someone shines in real life.\r\n<br>\r\n<br>The film breaks away from conventional celebrity-driven fragrance advertising by celebrating ordinary people who are usually behind the camera, giving them the chance to become the presenters instead. By allowing Baifern Pimchanok to step back from her usual role as the focal point, the film introduces an unexpected reversal that feels playful and refreshing, where a top-tier celebrity chooses to give up the spotlight. Baifern passes her scene to the production crew and service staff, while the real director and client also appear on screen, reinforcing the authentic spirit of The Scent That Gives You The Scene.\r\n<br>\r\n<br>The campaign quickly became a cultural moment, sparking widespread reactions and inspiring people to recreate the scene across social media platforms, especially on TikTok.","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"The insight came from the nature of fragrance advertising itself. Perfume is meant to boost confidence and enhance personal charm, yet the industry often relies on presenters who are already perceived as naturally beautiful and effortlessly confident. When a presenter like Baifern Pimchanok represents a fragrance, audiences may admire her, but struggle to see how the scent could elevate their own confidence in the same way.\r\n<br>\r\n<br>This revealed a deeper truth. Confidence feels more meaningful when it is seen in everyday people, not only in celebrities. A fragrance should not just be admired through a presenter, but experienced as something that gives anyone their own moment to shine.\r\n<br>\r\n<br>From this insight, the creative idea The Scent That Gives You The Scene was born. Instead of elevating the presenter, the campaign shifted the spotlight to the people who wear the fragrance, allowing ordinary individuals to experience their own scene.\r\n<br>\r\n<br>Using a celebrity as prominent as Baifern strengthened the idea even further. As Thailand’s most recognized presenter, her decision to pass the spotlight to others made the message more powerful, showing that true confidence comes from giving others their moment to shine.","is_link":false},{"keyword":"STRATEGY","content":"The campaign was designed for a fragrance market dominated by celebrity-driven communication, where confidence is often portrayed through unattainable beauty standards. The primary audience was urban Gen Z and millennials who actively consume beauty content on digital and social platforms, and who value self-expression and authenticity over aspiration alone.\r\n<br>\r\n<br>The key challenge was relevance. While celebrities still attract attention, younger audiences increasingly seek confidence they can relate to. To address this, MITH Bangkok chose not to remove the celebrity, but to rethink her role. By using Baifern Pimchanok, Thailand’s most recognised presenter, in a role where she intentionally gives up the spotlight, the campaign created an entertaining role reversal. Seeing a top-tier celebrity step back, rather than dominate the scene, became part of the enjoyment, allowing audiences to engage with her in a more human and unexpected way. This approach challenged category conventions while maintaining scale and credibility.\r\n<br>\r\n<br>By shifting confidence back to everyday people, the film made fragrance feel more accessible and emotionally relevant to a younger audience. Told with a light sense of humour familiar to Thai advertising, the campaign delivered a message that felt human, relatable, and entertaining to its target audience.\r\n<br>","is_link":false},{"keyword":"EXECUTION","content":"The campaign launched with a hero film released on digital platforms as the first major brand campaign for MITH Bangkok. The film intentionally opens with a familiar fragrance advertising structure, led by a celebrity presenter, before gradually subverting audience expectations.\r\n<br>\r\n<br>The story takes place on a commercial film set, where Baifern Pimchanok appears as the main presenter. As the rehearsal unfolds, she makes a conscious decision to give her scene to everyday people who usually remain behind the camera.\r\n<br>\r\n<br>The entire idea is carried through a single film. By featuring real crew members, including the actual director and client, the execution feels honest and unpolished. This approach reinforces the message that confidence does not need to be amplified or repeated. It simply needs to be seen in real people.\r\n<br>\r\n<br>By placing everyday individuals at the center of the film, the campaign made MITH’s fragrance feel more accessible and emotionally resonant for a younger audience, while still retaining the credibility of a celebrity led launch.","is_link":false},{"keyword":"RESULT","content":"The campaign became a cultural phenomenon, creating a viral wave in Thailand as audiences reacted to the idea and recreated their own scenes across social platforms. The film also traveled beyond borders, resonating with viewers in multiple countries.\r\n<br>\r\n<br>Within three weeks, the campaign achieved 20.9 million views, 548,325 engagements, and 8.3 million reach across social platforms.\r\n<br>\r\n<br>This cultural impact translated into strong business results. Online sales increased by 146.86 percent, while total sales grew by 49.18 percent compared to the same period last year.","is_link":false},{"keyword":"URL 1","content":"https:\/\/www.instagram.com\/reel\/DPajsy7E3CG\/","is_link":true},{"keyword":"URL 2","content":"https:\/\/www.tiktok.com\/@mithbangkok\/video\/7557589275169099016","is_link":true},{"keyword":"URL 3","content":"https:\/\/www.facebook.com\/reel\/1535296497916328","is_link":true},{"keyword":"URL 4","content":"https:\/\/www.facebook.com\/reel\/1522740029150929","is_link":true},{"keyword":"URL 5","content":"https:\/\/www.youtube.com\/watch?v=JZjPVKOKtP0","is_link":true}],"files2":[{"name":"EN31_005.mp4","type":"mp4"},{"name":"EN31_005_DI01L.jpg","type":"jpg"}],"count":2}