Behind the Work: Why This Thai Bank Is Imagining Humans in an AI Future
In March 2023, Leo Burnett Thailand launched ‘First Generation’ – a campaign that imagines what humans may look like 10 years from now if they were created using artificial intelligence. Will we see an explosion of differences? Or arrive at a future where labels are obsolete, and people refuse to be stereotyped? Called ‘First Generation’, the film’s AI-generated protagonist is played by gender-fluid actor, model and singer Krit Amnuaydechkorn, known as PP Krit, who is known for portraying characters who represent diversity in TV series, films and music videos. An advocate for inclusion, PP Krit is best known for his image of diversity and equity for Thailand's young generation, encouraging them to be proud of who they are.
The campaign isn’t the first time First Choice has leaned into rapidly evolving tech - it’s previously taken cheeky, humorous looks at spaces like the metaverse and the instant gratification of ecommerce. But while previous campaigns have embraced comedy and absurdism, this new outing takes an altogether more empathetic and socially conscious approach as it seeks to look to the future for hope and optimism in order to address today’s barriers to inclusion.
Sarut Yungcharoen, group creative director at Leo Burnett Group Thailand, talks us through this AI-inspired outing.
LBB> Between this campaign and ‘Metaverrrrrrr’, First Choice has really been embracing new technology and looking to the future. Why is that such a rich space for it as a brand?
Sarut Yungcharoen> First Choice's goal is to penetrate younger audiences in Thailand who are always embracing new technologies. It has transformed itself into a digital bank that utilizes the latest technological trends as its primary means of communication to attract and engage with the younger generation. The trending interests of young generations are such a rich space to explore, particularly in the realm of technology, as the world is constantly changing.
LBB> What was the brief from First Choice for this campaign?
Sarut> The brief was simply to position First Choice as a credit card brand for the new generation, highlighting the benefits of First Choice credit cards, which are tailored to their lifestyles.
LBB> And what was the strategic insight that you and your team unlocked?
Sarut> The new generation is more likely to endorse and trust in brands that share the same beliefs and values as them. First Choice wanted to stand up and show its audience that it is ready to support them exactly as they are, regardless of what they believe or what they are into. We wanted this campaign to shout out that First Choice is tailor-made to support the lifestyle, ambitions, and dreams of this generation, and the next one, too.
LBB>For context, brands talking about gender right now in certain markets like the US is quite political but I'm aware Thailand has a different culture, so what's the cultural context in terms of gender and gender fluidity in Thailand?
Sarut> Thailand is often viewed as a humorous and welcoming country, but the reality is that Thai culture still adheres to traditional and conservative beliefs and thoughts. Older generations tend to hold on to outdated notions about gender, race, skin colour, and religion. Conversely, the beliefs and attitudes of younger generations in Thailand are shifting. Everyone wants to be accepted, and no one wants to be judged, yet very few brands in Thailand have been bold enough to stand up for a more inclusive future where everyone can live equally and happily, regardless of their appearance or who they are.
LBB> The story itself imagines an AI-created human - why did you go down that route creatively?
Sarut> The hype of using AI to generate things has been a hot topic across the globe, so we wondered what humans may look like 10 years from now if they were generated using artificial intelligence. Will we see an explosion of differences? Or arrive at a future where labels are obsolete, and people refuse to be stereotyped? The film attempts to explore these questions by reflecting on the presenter's own story of standing up for social acceptance.
LBB> Why was PP Krit the perfect person to appear in this story and bring it to life?
Sarut> PP Krit is our protagonist, an actor, model, and singer. He has portrayed several diverse characters throughout his career in TV series, films, and music videos. As an advocate for diversity, PP Krit is known for encouraging Thailand's young generation to be proud of who they are, making him a perfect fit for our campaign.
LBB> What were some of the most interesting conversations that you had about the aesthetic of the piece?
Sarut> We utilised visuals from the AI machine learning process and a futuristic laboratory to illustrate the process of generating humans who are more representative of the new generation.
LBB> It could easily have been very dark and sci-fi, but it's light and optimistic instead?
Sarut> Although the art direction is stark to create a futuristic look, this approach aims to inspire and empower young people in Thailand who may feel hopeless, letting them know that the future world has the potential to be an ideal place for them to thrive.
LBB> How do you hope this campaign will contribute to inclusivity in Thailand?
Sarut> We truly hope that this campaign will create a soft power for promoting diversity and equality in Thailand, empowering younger generations to stand for their beliefs and help older generations understand their perspectives and attitudes. We also hope that more and more brands will come out to support and stand for the same beliefs and values.
