Five Star has been in food business for 37 years. They served a grilled chicken, chicken roll and now over to fried chicken and fried duck. They are an iconic of chicken brand and bonding with Generation Boomer, Generation X and early Gen-Y. But the problem that they are facing now is the lacking a connection with Gen Y or Gen Z not to mention Gen-Alpha. The brief is clear, how to build a connection of the brand to every generation?

To increase brand love and awareness across all generations, with the focus on younger generations (Gen Y and Z) who see Five Star Chickens as a brand for their parents while keeping the older generation with the brand at the same time.

It could be fun to show all generations how chaotic it could be if we symbolized the differences with what they want to see in a advertising film. We could use this film to entertainingly demonstrate that the chaotic conflicts could have a happy ending...with Five Star Chicken.

Instead of coming up with a storyboard, we decided to ask people around Thailand, what kind of film they wanted to see? Using our presenter social media "Weir Sukholawat", We ask a netizen, we did a social listening, we asked a streetwalker, we asked everyone. Then we combined every comment and create a film called “The Movies made (from) us”. A film that showing every idea of every generation, it is very quirky, unorthodox, funny with a twist.

One of the global societal tensions that exists in Thailand is Generation Gap. It's broadly seen in different levels; family, school, workplace, society, and even social media. Any places that have presence of multi generations, conflicts are unavoidable.

After observation and qualitative in-depth interview with different generations, we discovered that that root cause of the conflict was they were born and raised in different life contexts regarding different periods of time. So, the attitude, behavior, and even preference on certain things were definitely different.

However, the differences didn't have to be issue as long as we could embrace it. Or if we could see the difference in a positive way, it even could become fun thing to watch.

Beside, from our research, they didn't disagree on everything. The one sure thing that they agreed was the great taste of Five Star Chicken.

Within a week after "Weir" posted on his instragram. We received more than 6,000 of ideas and comment from online to street survey. We selected, divided those comment into each group and starts editing a film.

The director calling agency team to see our selected ideas first then after we agree they went to buy a production design, costume, props and stuff.

Another week later, we doing a pre-production with our client.

Then we moving to a shooting process, where our presenter doesn't have any clue what's going to happens. Because we want to use him as a narrator not a presenter.

In one week, the film create phenomenon of advertising in 2022,guarantee by 30 advertising headliner blog. We even get a comment saying "this is the best internet film in 2022"

After watching the VDO file, the majority of consumers expressed a desire to try Five Star chicken, resulting in a 74% increase in sales.

The online film received more than 7.3M views and more than 9.4M impressions, with good feedback from consumers through the content.

The film was published in three country and been translated into three language, English, Chinese and Vietnamese by the press. (It received a very good feedback)

We receive impact voices by famous KOLs through an online channel. _There was 113,000 engagement from their followers and the VDO film was shared more than 10,000 times. lowest drop-off video ever made of CPF