BBDO Bangkok and Club21 Encourage You to “Salute The Detail”

Club 21Thailand, a premier distributor of luxury fashion brands such as 3.1 Phillip Lim, Acne Studios, Alexander Wang, COMME des GARÇONS, Issey Miyake, Jacquemus, JW Anderson, Maison Margiela, Mulberry, PH5, Rick Owens, Sacai, Stella McCartney, Thom Browne, and many more, proudly presents its first-ever mass communication campaign in Thailand: “Salute the Detail.” Marking a bold new chapter for the brand, this campaign aims to expand its customer base while maintaining a seamless connection with its loyal clientele. The campaign not only mirrors the essence of the brand but also unites iconic labels known for their meticulous attention to detail, catering to every style and preference of its discerning customers.is proud to present its first-ever mass communication campaign, “Salute the Detail.” Marking a bold new chapter for the brand, this campaign aims to expand its customer base while maintaining a seamless connection with its loyal clientele. The campaign not only mirrors the essence of the brand but also unites iconic labels known for their meticulous attention to detail, catering to every style and preference of its discerning customers. The campaign’s narrative unfolds across three intriguing short films:

• “Liar vs. Liar - Club 21”
• “Mad Lover vs. Mad Lover - Club 21”
• “No Manner Person vs. No Manner Person - Club 21”

Each story invites the audience to interpret the narratives through their own lens, embracing the concept of “similarity with a twist in the detail.” The films are infused with poetic language, allowing all Thai audiences to engage and connect effortlessly. Each film opens with a scene where two actors—playing the same person—display their familiar traits but with a refined sense of style through their clothing, capturing Club 21’s vibrant and approachable persona for the new generation.

Sopavadee Bejrajati, marketing director, Club 21 (Thailand), commented, “This campaign is a brave new step for Club 21 as we embark on mass communication in Thailand for the first time. Our business strategy aims to reach new customers while connecting authentically with our existing base. It is essential for this campaign to reflect the identity and essence of Club 21 perfectly. We have curated a collection of premium brands that stand out in their details and uniqueness, all in one place, to meet every need and express individual style.”

Thasorn Boonyanate, chief creative officer of BBDO Bangkok, shared insights into the creative journey behind the campaign, emphasising the importance of detail in fashion as the foundation of style. “This project is one of the most exciting I’ve ever worked on. It celebrates the beauty in details, turning the smallest elements into captivating highlights,” he expressed.

The campaign's three films, each showcasing unique details, have been masterfully crafted under the direction of Wuthisak Anakkaporn, an award-winning director renowned for his Gold, Silver, and Bronze accolades at Cannes Lions 2024. He skillfully narrates the stories with intelligence and power, encapsulating the essence of the campaign with the line, “We can’t change your behaviour, but we can change how you look.” This thought-provoking statement perfectly captures his interpretation of the campaign’s theme.