A young man is having difficulty wrapping his head around reality, as his girlfriend goes through numerous ‘upgrades’, flipping through faces, ages, genders… Eventually, he comes to love the new version of his girlfriend just the same and realises that change can be awesome.

Thai people hate changes. Especially when it comes to things / apps that they are already familiar with. Whenever something changes, even as simple as an icon update, they will react negatively and complain.

For digital banking platforms in Thailand, market competition is fierce as there is still room to expand. KBank, as the current market leader, had to stay ahead by being distinctive in offers and communications.