The 1 – Your Special Privileges for Your Special Moments
Inspired by the idea that The 1’s privileges can create special moments in various situations, this series of commercial films revolves around the concept of transforming ordinary moments into something special. While not necessarily extravagant occasions, these everyday experiences hold value and can be cherished by anyone. The unique privileges offered by The 1 have the ability to elevate these ordinary days, benefiting not only the individuals directly involved but also those around them. These films integrate this concept with the four core privileges of The 1 membership, showcasing four heartwarming stories that epitomize each of these privileges.
“The idea behind it is that when you’re a member of The 1, you get these privileges that can create all sorts of special moments. It’s not just about making you feel good, but also spreading that good vibe to everyone around you.”
– Kullachart Srisuchart, Creative Director – The 1
Film #1: Toy
Earn points everywhere, enjoy discounts every day – Special moments from The 1 points.
A mother is struck by the high price of a toy her son desperately wants. As she watches him clutching the toy box, his longing gaze meets hers. However, her hesitation fades away when she discovers a solution: she can redeem her The 1 points to secure a discount, ultimately bringing happiness to her son. This revelation sparks a special moment, one that highlights the unique privilege for The 1 members. They can redeem their points for discounts at any time, without the need to wait for promotional offers.
Film #2: Girl Gang
Transfer points from various partners, converting them into The 1 points – Special moments from adding value to your point balance.
A gang of teenagers with a penchant for striking unconventional poses embarks on a mission to purchase a new camera. The gang leader, determined to secure a discount, attempts to redeem her The 1 points, only to discover that her point balance falls short. Then, the pivotal moment arrives, demanding a decision: to persevere in their mission or to call it quits.
Fearing failure, the gang leader resolves to transfer points from various partners, effectively converting them into The 1 points. With the necessary points finally at her disposal, she successfully redeems them for a camera discount. The mission is accomplished, leaving everyone content. This serves as an illustration of the special moment when The 1 members can transfer points from different sources, including credit cards, gas stations, and even cell service providers, and consolidate them into The 1 points.
Film #3: Good Guy
Redeem various special deals only on The 1 APP – Special moments from sharing the joy with others.
A man, radiating happiness, enters a space, leaving those around him astounded by the great amount of food he is carrying. With a warm smile, he starts distributing the food to the kids nearby, evoking smiles from everyone who witnesses this heartwarming act. This poignant scene showcases a special moment where The 1 members can extend the joy of dining to those around them, thanks to the special deals for discounts and free items available on The 1 APP.
Film #4: Special Day
Every Wednesday is a special day with X3 points. – Special moments when extra points from The 1 make your day.
Two friends share an elevator on a seemingly gloomy day. Suddenly, a notification is popped up on one of their phones, reminding them that it’s Wednesday, a day when, as The 1 members, they can earn X3 points for their spending. Their faces light up with smiles as this special moment transforms an otherwise unpleasant day into an extraordinary one for both of them. It’s a recurring occasion that can brighten up any Wednesday.
From “storytelling” to “character telling”
Discussions with director Kasemparn Jujindalert have led to the idea of utilizing a “character telling” approach as the storytelling device. Each film’s characters are thoughtfully crafted to effectively convey their stories without the need for excessive explanation. The special moments on screen are created without a script, relying instead on a few wrap-up statements at the end of each film. The goal is to ensure that elements across all four films harmoniously intertwine, with music playing a key role in enhancing the overall experience.
“The initial ideas for the films are all about keeping things simple. However, as we aim to incorporate poignant details, the films have ultimately been developed under the concept of ‘character telling’. This approach allows us to communicate the thoughts, habits, and encounters of these characters through subtle elements within the films.”
– Kasemparn Jujindalert, Director – Singtonoi
Music is the magic that creates special moments.
To complete the special moments, a special song is meticulously curated, along with the ‘character telling’ approach and minimal scripting.
To captivate the audience from the very beginning, music is utilized as a crucial element alongside the visuals. The music required is not just any generic song; it must encompass extraordinary melodies and sounds that enhance the films and leave a lasting impression.
Finding the perfect musical match for all four films was not an easy task. However, “Summer Hibernation” by Tongta and Pokpong Jitdee from the Plastic Plastic band fulfills the audio requirements and perfectly complements the storytelling in the films.
Special moments can always occur when you are a member of The 1. These four films will leave you with a positive and uplifting feeling.
The 1 – Your Special Privileges for Your Special Moments.
Credits
The 1 Central Limited
Managing Director: Kawin Tangudtaisak Head of Loyalty: Tipaporn Prasomsub
Creative Director: Kullachart Sreesuchart
Communication Director: Veeree Jutapatarakul
Product Marketing Principle: Vasin Ouitekkheng
Creative Designer: Kraiwit Valuwanaruk Communication Manager: Warunya Sakolvipas
Head of Marketing: Hansa Wongsiripitack
Head of Branding and Communications: Muananon Poonsripatana
Production House Credits:
Singtonoi
Director: Kasemparn Jujindalert
Executive Producer: Nartsupha Khongvong Producer: Kamolkrong Gasorntip
Assistant Director: Ponchanan Chantra Production Manager: Narunat Nunbhakdi Director of Photography: Songsit Kasiroek Art Director: Phetcharat Klinthet
Props Master: Maytavin Srithongin
Art Team: Kittiapak sapyai, Kittithat Jirajarustrakul, Kraingkrai Lertpunrassamee , Wichai Rungruang, Weerapong Wongjinda, Yuttinun Srithongin , Atiwat Bunsek
Stylist: Chompunuth Nakaghasien
Casting: Krisana Kaluntakaphun
Post Producer: Papichaya Boondumnern
Editor: Watcharapong Sringoen
Colorist: Thummarat Nirintanachart
Post House: Veative studio
Sound Engineer & sound mixer: Somnuk Loisawai
Sound Studio: Mixi Sound Studio Co., Ltd
Camera: Cinematic Co.,Ltd
Lighting & Grip: Cinerent (Thailand) Co.,Ltd., FilmPlus Film Service
