Thailand’s viral video sensation entitled “I Hate
Thailand” has won an award for Best Use of Social and Interactive Media
and another three at the Asia-Pacific region’s top annual advertising
festival, AdFest.
 The 2015 Awards
presentation gala was held on 22 March, 2015, in Pattaya. This year, the
event was attended by 1,110 delegates from 53 cities, with judges sifting
through 3,295 entries to select winners in 18 awards categories.
Produced by the Leo Burnett Group
Thailand, the “I Hate Thailand” video won a total of 4 awards in the
AdFest 2015 comprising the Lotus Award in the category of Branded Content
and Entertainment Lotus, a new category created by the AdFest this year,
one Silver Award in the category of Direct Lotus, and two Bronze Awards
in the category of Media Lotus and Film Lotus.
The “I Hate Thailand” video is based on
a new advertising concept called “unbranding.” It became a popular
sensation through social media sharing and attracted more than 2.6
million views up to now. Also, it received over 29,000 likes after it was
released via YouTube on 18 November, 2014.
 The
romantic-comedy short film is about a tourist named ‘James’ who visits
Thailand for a planned week-long holiday. He loses his bag containing all
his belongings.
He then gets “rescued” by a local village girl and
recovers his possessions with the help of other villagers. The film ends
with James saying he was wrong to have ‘hated’ Thailand when he did not
know the country well enough. He ends up staying two years.
Mrs. Juthaporn Rerngronasa, the acting
TAT Governor and TAT’s Deputy Governor for International Marketing
(Europe, Africa, Middle East and America) said, “The ‘I Hate Thailand’
video has been produced based on research that an ‘unbranding’
advertisement would tend to receive more interest than a conventional
branding commercial.
The intention of this video is solely to depict the
renowned Thai hospitality, demonstrating that Thais are ready to be a
good host, and offer a helping hand to tourists who need help.”
“This video is intended for both
domestic and international tourists. For the domestic market, the
intention is to remind and educate the Thai people to always be a good
host and not to take advantage of tourists, but to offer help to tourists
when they need it.
"For the international market, we would like to convey
that beyond the beauty of the Thai beaches – one of the main tourist attractions
– Thai people are very kind and ready to be a good host to all tourists.”
I
Click to watch the video: “I Hate Thailand”.
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