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Top 6: March 22nd 2023
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Krungsri First Choice: First GenerationTop 6: March 22nd 2023
The Leo Burnett Group Thailand has created a new campaign for First Choice in Thailand, which imagines what humans may look like 10 years from now if they were created using artificial intelligence. Will we see an explosion of differences? Or arrive at a future where labels are obsolete, and people refuse to be stereotyped? Called ‘First Generation’, the film’s AI-generated protagonist is played by gender-fluid actor, model and singer Krit Amnuaydechkorn, known as PP Krit, who is known for portraying characters who represent diversity in TV series, films and music videos. An advocate for inclusion, PP Krit is best known for his image of diversity and equity for Thailand’s young generation, encouraging them to be proud of who they are. First Choice credit cards offer benefits that are designed for younger consumers such as credit health checks, spending controls, no annual fees (when spending as specified), year-round benefits, bonus points and cash-back rewards. First Choice is known to tap into the Zeitgeist to connect with younger generations and promote products and services that are tailored to their needs. Last year, its Cannes Lions-winning ‘Metaverrrrrr’ campaign parodied the idea of filming a commercial in the metaverse just as hype surrounding the metaverse was growing.
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