TV ad: SangSom: Drink Don't Dumb

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Top 6: April 18th 2018

Thailand is one of the largest alcohol-consuming countries in ASEAN - especially in mid-April, when people celebrate the Thai New Year Songkran Festival. It's a big celebration in Thailand and a lot of fun until people get too recklessly drunk. A tragic byproduct of Songkran celebrations is the increasing number of accidents and road deaths in Thailand. SangSom, one of the largest alcohol beverage brands targeting young Thais, initiated this CSR campaign called "Drink Don't Dumb". The campaign via Sour, Bangkok was developed from consumer insight and their real-life situations of being unconsciously drunk. The brand aims to remind the younger generation in Thailand to drink appropriately for fun and to stay conscious and not act dumb and stupid.