Drink More Water Songkran Thailand

As Thailand prepared for the Songkran Festival, Pernod Ricard brought back its flagship responsible drinking campaign Drink More Water for a second year in Bangkok. This time, the challenge was to reimagine hydration in a way that was not only culturally relevant but also engaging for a younger audience eager to celebrate.
 

I provided direct creative counsel to the client team in Singapore overseeing APAC, ensuring the campaign struck the right balance between responsibility and cultural festivity. I worked closely with our partner spatial designer in the UK and led the art direction to bring playful hydration stations to life. These bus stop inspired installations doubled as photo worthy destinations across Bangkok’s festival hotspots.
 

From feasibility checks to design refinements, I made sure the creative vision stayed strong despite the limitations of space, time, and fully remote collaboration. The result was a campaign that invited festivalgoers to pause, recharge, and make mindful choices while adding vibrancy to Thailand’s biggest cultural celebration.
 

This project showcased bold creativity and the power of cross border teamwork. It was about transforming an important global message into something local, festive, and unforgettable.