Cannes Lions

Lucky Color

DENTSU (THAILAND), Bangkok / ICP INTERNATIONAL CO., LTD. / 2017

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Father and son farmers invite a shaman to help turn the fortunes of their rice fields. The shaman tells them that to have better luck, they need to change the color of things in their life. The father believes this and changes the color of the things he finds most important. The son doesn’t believe and decides to use Top One fertilizer in the fields instead. The rice fields become bountiful and the father continues to believe it’s because of the change in color. Even the water buffalo knows that it’s because of the fertilizer.

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