Creative Inhouse - Bangkok, Thailand

Reviving Bangkok’s broken heart

CHALLENGE: Horrific images of Ratchaprasong burning as crazed bands of rioters ran amok during the “red shirt’’ protests had shocked the world, turned tourists away in droves and gutted several shopping centers in Bangkok’s leading shopping and hotel precinct. As the clean-up and reconstruction began, how to bring back some feel-good factor, and how to create a promotional tool for the Ratchaprasong Square Traders Association (RSTA) at short notice?

INSIGHT: It would be wrong and tacky to suggest it was “business as usual’’ but Ratchaprasong remains the city’s cultural, spiritual and commercial heart, home to six important shrines, many of its finest hotels and most prestigious shopping emporia. It was time to remind people of that fact, and to approach the future with optimism.

INHOUSE SOLUTION: With a very short lead time, Inhouse developed a three minute audio-visual presentation which the RSTA could show to visiting travel industry delegations and local journalists, tour operators and other travel industry types to remind them of the district’s heritage and attractions and to show that things were getting back to normal. The concept was “Welcome to our Heart … Experience the Heart of Bangkok’’. Still photography, cutting edge graphics and animation and a stirring piece of music were used to create a compelling piece which summed up all that is best about this important district and pointed towards a brighter future. It has already been shown at several important conventions and meetings.