CHANG FOR CHANGE

CHANG BEER / PROACTIVE

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.

The idea?
We create “red” and “yellow” T-shirts that change to green when wet.

How it plays out
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.  Little would people know, the shirts will be made from a material that actually 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, Chang would reveal all, and give out specially made Chang twin packs to the participants, to share with their opponents. We’d film this brave stunt and capture people’s collective reaction to the surprise. We could then craft some really unique emotive content to share online.