Client: Silver Wolf

Product: Brand

Media: Film / Social / Digital / PR / Branded Content / Audio

Year: 2025

Role: Regional Chief Creative Officer

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In Thailand, alcoholic beverages can be sold legally, but advertising them is strictly prohibited. Since 2008, Thai law has prevented brands from promoting their products, creating a market environment where new brands struggle to compete against established ones.

 

Additionally, The Thailand Amateur League, a locally broadcast live football league, has a massive reach among Thai fans.

 

Silver Wolf, a new budget-friendly whiskey, wants to launch a brand. How could we communicate our product's taste profile: pleasing sweet aroma, easy to drink, oaky scented, silky smooth, and well-blended without breaking the strict advertising laws?

 

The solution came through an amazing approach to sports marketing. We turned a football match into our legal advertisement. Introducing Silver Wolf: the match that sells, Breaking the rules by changing the game. We partnered with a Thailand Amateur League football team and transformed an ordinary match into a powerful brand message by officially renaming the players to reflect the brand's key selling points. This creative solution turned the football field into a legitimate platform for brand communication, where every player mentioned instantly sells Silver Wolf's product taste profile. As these matches were broadcast live, every commentary naturally integrated these strategically-named players, effectively advertising the brand across the country.

 

The campaign resonated deeply with audiences, who quickly understood the clever connection between the players' names and the brand's message. Creating an organic form of brand storytelling that operates entirely within legal boundaries. Campaign performance after 2 weeks: Organic Reach: 308 million impressions Social Sharing: 3,360 shares Sales Impact: Complete product sell-out Market Entry: Successfully established brand presence

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