Bangkok insurance wants to communicate the message "Maximum care" and we created a series of TVCs based on that. The idea is to show that the chance of being lucky in certain accidents or situations is less than 1%. The executions play with people being unbelievably lucky in perilous moments.

The idea is developed from the physical aspect of the magazine itself. The execution plays around the sharpness of paper edge which often accidentally cuts a reader's hand.

The execution not only reflected the brand concept well, but also highlighted the page which stands out from clusters of rival ads, catches readers’ eyes and wins the most attention.

8,000 calls 3 months after launch of all media. The report shows that 30% of all calls are those who read the magazine ad, while the budget invested for the magazine campaign is only 8% of total budget for all media. This obviously indicates the high effectiveness of using this medium.