Challenge

Malee has been selling canned fruits for over 40 years in Thailand and although people love it, they tend to buy it only on special occasions.

Inspiration

A canned fruit can sit unpurchased and ‘lonely’ on a shelf for more than a year.

Idea

By personifying the canned fruit, we took it from the ‘sad and lonely shelf’ to the hearts and daily routines of Thai people.

Growth

From the film to its popular persona on Facebook and Tinder, the #LonelyRambutan earned 10M views on YouTube, over 3M engagements on social media, and a 20% increase in sales within the first month.

Wunderman Thompson Thailand WORK Lonely Rambutan case video

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Awards

2019 adman

2019 adman

Film – Online Film


Gold

2019 adman

2019 adman

Digital & Social – Campaign Journey Craft


Bronze

2019 adman

2019 adman

Direct – Use of Social Platform


Bronze