Sammakorn NOT Sanpakorn
Award: Yellow Pencil
Yellow Pencil / Film / Social Commercials Over 30 Seconds / 2024
Award: Graphite Pencil
Graphite Pencil / Entertainment / Scripted Long Form
In Thailand, name confusion is a big common problem.
Sammakorn, the housing developer was unlucky that its name is similar to the revenue department. People often confuse Sammakorn with Sanpakorn.
People messaged Sammakorn's social media asking about tax filing, even their employees were confused with the tax collector.
To address this issue, Sammakorn create self-mocking campaign starting with film asking for sympathy and reminding them that Sammakorn sells houses. And, because name confusion is a common pain, the topic was pushed to social by inviting people to share their experiences.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.