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Today, individuals are continuously trying to find the subsequent piece of know-how that guarantees to enhance their lives. From smartphones and smartwatches to AI-powered gadgets, each new gadget claims to make life simpler, smarter, and extra comfy.
Yet within the pursuit of the subsequent innovation, many overlook the one factor that has quietly taken care of all of them alongside: house.
To launch a brand new premium residence value 25 million baht, Pruksa determined to not promote it as one other luxurious property. Instead, the model reframed it as one thing individuals worth much more at this time as a gadget.
The marketing campaign launched a mysterious premium gadget priced at 25 million baht and promoted it throughout town just like the world’s subsequent breakthrough innovation. Billboards, digital screens, social media, and on-line movies teased a revolutionary gadget with life-changing capabilities.
As anticipation grew, audiences turned obsessive about discovering what might probably justify a 25 million baht price ticket. Some imagined a futuristic AI system. Others anticipated a groundbreaking invention that will redefine the way forward for dwelling.


The reply, nonetheless, was surprisingly easy.
The gadget was not a gadget in any respect.
It was a house.
In the ultimate reveal, individuals realized that each extraordinary function promoted all through the marketing campaign had by no means belonged to a chunk of know-how.
Everything the mysterious gadget promised was one thing a house had at all times accomplished higher than know-how ever might.
By disguising a house as a premium gadget, Pruksa turned a property launch right into a dialog about worth, difficult individuals’s obsession with innovation and reminding them that the best life-enhancing invention had been there all alongside.
Credit :
Chief Creative Officer : Torsak Chuenprapar
Executive Creative Director : Kanit Mingmuang
Creative Group Head : Supakit Sukaroj
Art Director : Koranat Chanttadilok, Jada Sawangpol Senior Copywriter : Atichai Ditcharoen
Agency’s Producer : Chanoknan Wongwises
Managing Director : Natdhee Sopondhitipun
Group Communications Director : Sansuda Chuaphanich Communications Manager : Thanaya Piyacharoenwattana Group Chief Corporate Marketing Officer : Angkana Likhitchanyakul Executive producer : Mr.Satapath Rongkapun
Producer : Mr.Pitinun wudthimongkonkul
Co-producer : Ms.Chutikarn Junsuree
Videographer : Mr.Weerawich Phatharaloethanan
Videographer : Mr.Rattharote Praesuwunnakul
Photographer : Mr.Suravit Sutho
POST PRODUCTION : BOBEYEVIEW
PRODUCER : APIWAT PORNPAKDEE
3D MAKER : PUTTIPONG NGAMEK-AUA
COMPOSITOR : WASITA DUNCAN
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