Get to Know Sompat Trisadkiun, Leo Burnett Thailand CCO
The Leo Burnett Thailand CCO was recently named one of Adweek’s Creative 100, and here, he reflects on this honor and explores what it means to create effective campaigns.
1. Congratulations on being selected as one of Adweek’s Creative 100—a roster of top creatives across advertising, media and related industries! This honor features professionals across the globe and looks at creatives from every corner of the world. Given this, why do you think it’s so important to take such a big-picture, global view in today’s industry?
a. What are qualities that make a creative idea universally effective across borders?
b. What does the Thailand office uniquely bring to the global network?
I believe great ideas that are universally effective across borders are the work that everyone can feel and appreciate despite the differences in language or culture.
For us here at Leo Burnett Thailand, we bring to the network our uniqueness in creativity and never follow the world trend. Laugh in Thai style, cry in Thai style, but we manage to make everyone feel and understand what messages we’re trying to send across.
2. Speaking of producing stellar content, the Thailand office has been known to dish out award-winning work. Your ‘Bok Choy’ campaign for Thai Health Promotion is among the highly recognized pieces—currently shortlisted at The One Show 2020. Talk about the inspiration behind this quirky work and how the team opted for such a humorous tone to spread the message of a health announcement.
When it comes to announcing health issues to the public, most campaigns tend to send serious messages using fear as a trigger to make people take certain actions. But when we look deeply into our Thai culture, people don’t like to listen to the serious stuff— people like to take things lightly. So, we decided to take a different approach by creating a quirky campaign on the serious and complicated issue of toxic contaminated out-of-season vegetables. We intended to make it entertaining and easy to understand while alerting people that they could self-harm from consuming out-of-season veggies.
3. Now more than ever, this notion of creativity without borders is vital in light of the COVID-19 crisis. In what ways do you think the pandemic has impacted the types of content brands and agencies are churning out?
a. Working from home can be tough, especially for creatives who thrive on the energy of agency life. Where are you gathering your inspiration from nowadays?
Definitely, it makes every process in our creativity harder. We have to think from the beginning about how we can make the best out of these new circumstances, conditions and restrictions. And most importantly, we have to be fully aware of every step we take. All of our communications must not cause any problems, adding more fear or negatively that affect people’s emotions during this tough time.
Speaking of myself, it’s also tough for me to fully work from home. I’m a person who likes to work closely with my team, talk, discuss or even fight on the ideas face-to-face. Somehow, I am managing to adapt to this new normal. Working from home earns me more time to craft on the ideas and getting myself more focused without any distractions. I also inspire to initiate many projects in helping people and society during this COVID-19 crisis. It doesn’t have to be the extraordinarily fresh executed ideas, but what matters most is that it has to be more or less helping people.
4. Inside the walls of Leo Burnett, the Bok Choy work also earned a prestigious 8 Ball at GPC Chicago 2019. You’re often a judge at these GPC events—Leo Burnett’s most valued and unique tradition. What are some of your favorite ads you looked at during the Q1 2020 GPC in Mumbai?
There are many great 8 Balls and 7+ works I love from the recent GPC in Mumbai. However, if I have to pick my most favorite one, it would be the McDonald’s “Iconic Stacks” from Leo Burnett London. It is so minimal yet so full of bravery. The visual itself is very impactful and eye-catching, playing with the recognizable ingredient stacks to associate people back to McDonald’s. I think it is brilliant!
5. Describe how Leo Burnett Thailand reflects the values and work of Leo Burnett the man, based on the following words. *You can choose one word that means the most to you/the office, or reply to all, whatever you prefer.
c. Creative Solutions
Here at Leo Burnett Thailand, we’re known for our position as a HumanKind Company. We believe that to come up with the best creative solutions, we must first truly understand people as a human being. And so we have our own solutions thinking model developed from the Buddha’s teaching “The Four Noble Truths.” It starts from finding real problems, then digging deeper into the root causes of the problems and finding the right solutions to solve it with developing rich executions. We apply this thinking model to every piece of work with our clients.
Another thing we’re known for here is our great storytelling. We have our uniqueness in storytelling—whenever we come up with the ideas, we always consider how we want people to feel, act or engage after seeing our work.