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Leo Burnett Thailand Packs a Punch with “Undrunken Master,” Encouraging People to Stop Drinking

The latest PSA for the Thai Health Promotion Foundation plays on the classic 1978 film “Drunken Master.”

2020 tested everyone in unimaginable ways; to cope with the trying times, many people turned to alcohol on a more frequent basis. This frequent drinking can come at a cost; according to the WHO, alcohol consumption contributes to 3 million deaths each year globally as well as to the poor health of millions of people.

With a new year comes opportunity to revisit priorities and for some, to re-evaluate their relationship with alcohol. To bring some focus and levity to these conversations, it’s a perfect time to revist Leo Burnett Thailand’s “Undrunken Master” campaign for Thai Health Promotion Foundation. The two-and-a-half minute PSA, which was originally released in 2020, raises awareness of the dangers of drinking too much while highlighting the benefits of eliminating alcohol from daily routines.

To do that, the agency put a lighthearted twist on the classic 1978 Hong Kong martial arts comedy film “Drunken Master.” The film showcases how the Drunken Master’s life improves, becoming more successful as a result of eliminating alcohol.

Thus, the Drunken Master becomes the “Undrunken Master,” as the campaign name suggests. After its release, the campaign effectively reached over 18 million people and resulted in a 26% increase in the number of individuals officially pledging to quit alcohol.

So as 2021 rolls in, our efforts to prioritize our health and well-being can drastically improve when cutting out alcohol, as “Undrunken Master” so hilariously depicts.

Creative Credits
Chief Creative Officer: Sompat Trisadikun
Creative Director: Skon Khanawuthikarn
Copywriter: Ravisara Mekasuwanaroj
Art Director: Nattnaree Kheaw-im, Sompat Trisadikun
Account Management Director: Tida Vibulvanich
Account Director: Kanitta Chartpong
Account Executive: Maythavee Jariyanoppanan
Agency Producer: Sarawut Lertkittipaporn
Production Company: Mum films
Film Director: Suthon Petchsuwan
Executive Producer: Pattarajitr Trakarnkate
Production Producer: Nara Montrekul Na Ayudhya
Cinematographer/D.O.P: Teerawat Thitikornwanich
Production Manager: Sumittra kudcharoen, A-vika Visansong
Casting: Surangkana Suwanjinda
Art Director: Dusit Yapakawong
Stylist: Kittisak Prasarndee
Location Manager: Dechnarong Boonsongsang
Colorlist & Online Artist: Rattana Leedamrongprasert
Sound Production Company: Sound space