Bangkok-based bank First Choice has launched a new campaign called ‘First Generation’ to promote a more inclusive future. The campaign showcases an AI-generated protagonist, played by gender-fluid actor, model, and singer Krit Amnuaydechkorn, also known as PP Krit, who is known for his advocacy of inclusion and representation of diversity in TV series, films, and music videos.
The campaign aims to envision how humans may look ten years from now if they were created using artificial intelligence. First Choice encourages people to be themselves and says that its products and services are made to fit the lifestyle, goals, and dreams of Thailand’s younger generation.
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The ideas and attitudes of younger generations in Thailand are changing, and everyone wants to be accepted without being criticised, according to Athip Sinpagekan, EVP and Head of Marketing at First Choice. In Thailand, Sinpagekan continued, very few companies have had the guts to advocate for a future that is more inclusive. As someone who has always been true to himself and inspires the younger generation to be proud of who they are, PP Krit’s narrative served as the inspiration for the “First Generation” campaign.
First Choice’s credit cards have a number of features geared for younger customers, such as credit health checks, spending controls, no annual fees (when used as intended), year-round perks, bonus points, and cash-back incentives.
Leo Burnett Thailand was in charge of the campaign. It seeks to connect with a young population that desires support and acceptance for who they truly are, while also highlighting First Choice as a bank whose goods may contribute to a more inclusive future.
Just as the excitement surrounding the metaverse was intensifying, First Choice’s Cannes Lions-winning “Metaverrrrr” campaign made fun of the idea of filming an advertisement there. Click here to view the “First Generation” campaign.