On My Radar: Thasorn Boonyanate
Thasorn Boonyanate, Chief Creative Officer at BBDO Bangkok, on the best work of the year, the films he's enjoyed, what Cannes means to him, and his one tip for Cannes survival.
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What’s the most creative advertising idea you’ve seen over the last year?
I can’t pick one, there are so many, like Movistar This is Not a Game, Renault Plug-Inn Business, Kraft Heinz Mayo Haters, Asuniwa, Ariel #ShareTheLoads or Heineken Pub Museums. But if I had to pick two;
Asuniwa Sato 2531; stop the future from becoming a nation where everyone is named Sato. In 95% of Japanese marriages, women sacrifice their surname. Changing this law means challenging the lawmakers, of which 90% are men. What a super-duper, smart idea, tackling a cultural insight of Japanese’s law.
KFC Prize on the Bone; KFC Brazil just did something no one saw coming. They took that old-school ‘ice cream stick promo’ idea and asked, ‘why not put the prize where no brand dares?’ So they put it on the bone.
That’s right. Before frying their signature chicken, they made a tiny cut, revealed the bone, and laser-engraved rewards right on it. No gimmick. No QR code. Just crispy chicken and a surprise straight from the bone. It’s weird. It’s wonderful. And it’s so KFC. Turning something as ordinary as a drumstick into a treasure hunt. Proof that when nostalgia meets gutsy execution, even a chicken bone can make headlines.
What’s the most recent piece of tech that you’ve bought?
Airpods, we all know why.
What product could you not live without?
Airpods, we all know why.
What’s the best film you’ve seen over the last year?
I was into TV series’ this year; Adolescence, Severance, Day of the Jackal, those are the best I’ve seen.
What film do you think everyone should have seen?
Let me introduce you to a Thai film I really love; The Paradise of Thorns, from 2024. One of the best Thai thriller films I’ve ever seen. The story, the cast, the style… I wish we could have more movies like this.
Another one would be How to Make Millions Before Grandma Dies; I love everything about this film, the cast, the story, acting, cinematography. This movie will take you to nostalgic memories of grandma. It is a Thai cultural insight, where we are born and raised by grandma, and some of us have already forgotten about her. Please have a tissue ready while watching this.
What’s your preferred social media platform?
Instagram. I love its algorithm; what you are interested in today is what you will see in your feed. Recently, I was obsessed with watches, so I saw many stories about watches. I don’t want to see drama, we see that everyday and it’s enough, so I enjoy my Instagram time so much.
What’s your favourite TV show?
The world is stressful enough, so I prefer to watch Comedy Central; Jimmy Fallon, Saturday Night Live, or a good stand-up comedy from around the world. I prefer Dave Chapelle, Chris Rock, Bill Burr or Matt Rife over watching news show and having bad dreams. I am a huge fan of sitcoms like The Big Bang Theory, Friends, Two and a Half Men, Spin City and Everybody Loves Raymond.
What’s your favourite podcast?
Thai podcasts are great, like The Standard Channel’s 7 Things We Love About…, a podcast about fashion, where they interview Phillip Lim or Jackson Wang and blow everyone’s mind. 8 Minute History, too; if you understand Thai you wouldn’t want to miss this podcast.
What have you been most inspired by recently?
Meeting people who have passion for what they do always inspires me.
If you could only listen to one music artist from now on, who would it be?
Tough question! Chet Baker. My all-time favourite jazz musician. Always and forever.
If there was one thing you could change about the advertising industry, what would it be?
To always be ready for change, and never lose pride in what we do. Because the industry will evolve, but the passion we bring to every brief should stay constant.
Describe the Cannes Lions festival in three words?
Creativity. Bravery. Legacy.
If you could give one piece of advice about surviving Cannes week, what would it be?
Don’t go to the Gutter Bar on your first night. Trust me, you’ll thank me on day three.
Tell us one thing about yourself that most people wouldn’t know.
Most people know me as a creative. Fewer know I’m also a dad, a jazz lover, and someone who tears up watching Hirokazu Koreeda films.
