Kasikornbank puts spotlight on small businesses

A bank taking part in a government program to help small businesses by giving 10-year, no-interest loans might be tempted to pat itself on the back about the good it is doing. In this short film by GreyNJ United, Thailand's Kasikornbank resists that urge. Instead the film puts the focus where it belongs: on the human impact the crisis has had on the people running and working at small businesses.

One of the companies featured in the film actually turns down the loan, stating that others might need it more, and the film is framed as a "thank you" from the bank to these entrepreneurs. All in all, it's a gentle way of showing the bank's involvement without even really mentioning it directly—and certainly without bragging. End result, the bank is seen as a caring and involved partner. 

Ad Nut also liked a prior documentary video the bank released during the pandemic: see, "Desperate search for food in Bangkok finds meaning instead".

• Related: Campaign Asia-Pacific recently named Kasikornbank's Chitravinee Vannakorn to the 2020 Power List of Asia-Pacific's 50 most influential and purposeful marketers.

CREDITS

GreyNJ United
Chairman: Thor Santisiri
Chief Executive Officer: Kanaporn Hutcheson
Chief Creative Officer: Jureeporn Thaidumrong
Chief Operation Officer: Thipayachand Hasdin
Copywriter: Jureeporn Thaidumrong
General Manager: Kanokkorn Seehapan
Group Account Director: Kantharat Teerarojjanawong
Project Management Director: Kanoksak Kanchanachutha
Agency Producer: Rawikarn  Pitaklohapit
Senior Traffic Coordinator: Juthamas Tantated
Cinematographer: Wanweerachon Rodpetch, Phurinut Chaisirilarp
Film Director: Wanweerachon Rodpetch
Editor: Phiradon Witcharonasorn

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