CPF Restaurant and Food Chain

1. Angkarn Luengnimitmat - Assistant Vice President, Marketing

BBDO Bangkok *Lead Agency

1. Thasorn Boonyanate - Chief Creative Officer
2. Phacharanath Jamornchureekun - Creative Director
3. Chumjit Yuanlae - Art Director
4. Worrawan Chailert - Senior Copywriter
5. Prasit Kunanuphanchai - Head of Brand & Digital Planning
6. Maipimol Suepayak - Strategic Planning Manager
7. Taksina Vasaruchapong - Group Business Director
8. Pattama Thienapirak - Business Director
9. Kavinthip Chaiteerakij - Account Director

A film, 8 minutes long, of Thailand long-established local chicken restaurant” sounds unsuccessful to win new generation’s engagement over global modern QSR brands. But Five Stars’ “A Movie that made from Us” exceeded baseline engagement by 59% with +74% key SKU sales growth, marking a reversal from historically slowing growth, especially among new generations. Under aggressive competition of Chicken QSRs in Thailand, Five Star’s first-ever user generated film succeeded in reconnecting to new generation, serving their dream of resolving ‘generation gap’ tension, and reaching its brand purpose of ‘Chicken that Connects Generations’.