Water of Life by BBDO Bangkok

Water of Life and BBDO Bangkok unite thai heritage with modern world in a campaign for the shopping center opened in Bangkok



  • What was the original brief for this campaign?

A launching campaign for ICONSIAM, a new world-class commercial venture on the banks of the Chao Phraya River.


  • Tell us about your role in the creation of this work

This project BBDO Bangkok worked closely with director Mike Warr of Film Factory to craft the idea and brought out the ICONSIAM’s DNA though the campaign.
It’s another great collaboration that happened for ICONSIAM


  • What inspired you to approach the campaign?

The unification of Thai culture from past to the present while using water as a symbolic narrator of the film. Water is a perfect element for us to use to help symbolize the transfer of Thai heritage from one generation to the next and also giving the feeling of growth and prosperity.


  • How difficult was it to sell the idea to ICONSIAM?

It wasn’t easy, there a lot of discussion among us, client and director.
But all parties have a same goal which is “to find the right communication that represent what ICONSIAM stand for” and finally everyone satisfies with the result.


  • What was the biggest challenge you faced during the process?

Every part in this film is using symbolic to represent ICONSIAM. So, finding the perfect element that tell brand story to Thai people and also the world was probably the biggest challenge for us.


  • What’s a “behind the scenes” story that only you know about?

Water is a biggest element of this film, so director and team use so much time in it.
Every single detail is craft beautifully, if you notice in every object there is the water refection; on the ceiling on the wall or on a small little bird. These small details make the biggest element feel even bigger. 

Anuwat Nitipanont
Deputy Chief Creative Officer BBDO Bangkok
Kusuma Ruchakityanon
Directeur de création BBDO Bangkok