Turn Green with Friendship

Chang Beer / Proactive

INSIGHT
The notorious red and yellow shirts are two of Thailand’s most notorious political groups that continue to drive a bitter divide throughout the country.

With their constant, heated political protests, Chang, a brand who stands for friendship, needed to step in.

IDEA
We create red and yellow T-shirts that change to green when wet.

EXECUTION
In an extremely bold move, which naturally would generate a lot of PR, Chang would give out free red and yellow shirts leading up to protests. But what we wouldn’t tell them, is that the shirts will be made from a material that changes to Chang green when wet. 

Thailand’s high temperatures and humid weather means protests would get pretty hot and sweaty. So it’d be only natural for us to set up some water sprayers on the streets of the protest “to cool people down”. When the heard of people start to sweat or cool down under our water sprayers, their once red or yellow shirt will turn a beautiful shade of Chang green.

At that moment, we’d reveal all. We’d give out specially made “Friendship twin packs” containing two Chang beers for people to share with their opponents. We’d film the collective response of the crowd and after, we’d be able to create some pretty unique and emotive content for people to share online.