CJ Worx Thailand has recently launched this heartwarming campaign, telling the story of “Thaidet,” initiated by OR Public Company Limited. Thaidet focuses on recognizing the value of traditional Thai wisdom, not merely as local products but as ideas that carry much more meaning. The project shares its story through an authentic lens, allowing real local producers to share how their lives have transformed before and after receiving assistance from Thaidet.
At the heart of the campaign is the creative vision of CJ Worx’s team, who understood from the very beginning that this wasn’t just about selling products—it was about telling a story that resonates deeply with Thai people. The creative process behind the campaign was driven by a desire to create visuals and narratives that would not only capture attention but would leave a lasting emotional impact. They wanted to produce a piece of work that wasn’t just memorable but meaningful—something that could touch the hearts of Thai audiences by connecting them to their roots and to each other.
In creating the documentary, the team at CJ Worx meticulously considered every detail, from the storylines to the casting. They chose to highlight the real-life struggles and triumphs of local producers, allowing the story to unfold naturally without heavy scripting or embellishment. This approach ensures that the emotions and experiences captured on film are authentic and raw. The goal was simple but powerful: to showcase how Thaidet’s support doesn’t just bring economic benefits, but also restores pride and dignity to communities that have long been undervalued.
CJ Worx chose to present these stories directly from the local people themselves, with no embellishment or fabrication. The documentary invites them to share their experiences, bringing to life the situations surrounding them. The documentary cleverly uses the symbol of “time”—before Thaidet’s support, it’s as if time moves backward, halting their progress. However, after receiving opportunities from Thaidet, the result was not just an increase in income. They began to recognize their self-worth, which had a ripple effect on the surrounding community. This newfound sense of pride allowed their communities to keep moving forward, just as time does.
The tagline, “Thaidet is not just a product, it’s the wisdom and opportunity for the Thai people,” perfectly captures the spirit of this project. It communicates to consumers that when they purchase Thaidet products, they’re not merely supporting livelihoods but backing entire communities of hopeful people whose lives are rooted in traditional knowledge.
With this strong concept, the documentary’s cinematography is beautifully crafted. UNBOXNOW Thailand, a production house known for telling heartfelt stories of people’s lives, captured every detail with sincerity and elegance, making every scene feel genuine. The three main actors, chosen directly from real Thaidet producers, add to the authenticity of the narrative. Their raw, unscripted stories deeply resonate with Thai audiences.
Once the documentary was released, it quickly garnered widespread attention. Many viewers were inspired to support Thaidet products and the project itself, bringing Thaidet into the spotlight. More importantly, it helped Thai people better understand the core philosophy behind the Thaidet initiative. Over the past year, under the creative guidance of CJ Worx Thailand, Thaidet has become one of the most remarkable projects in the country.
For the creative minds at CJ Worx, success wasn’t measured by awards or recognition, but by how deeply the story could connect with the people of Thailand. They believe that the best advertisements are those that stay with viewers long after they’ve finished watching, those that remind people of their shared values, culture, and dreams. This documentary is a testament to their belief that great stories have the power to inspire, unite, and push society forward.
Credits
Agency: CJ WORX
Creative Chairman & Founder: Saharath Sawadatikom
Creative Director: Saharath Sawadatikom, Palap Sa-Ngiam
Copywriter: Danuphon Dokbuaklang, Palap Sa-Ngiam
Art Director: Siraphop Apinuntasart,Saharath Sawadatikom
Agency Producer: Nutwara Methapitaksakul
General Manager: Waraphan Pornphichitpan
Senior Account Director: Suchanan Pumsawat
Associate Business Director: Worawalan Pornphichitpan
Production: Unboxnow Thailand
