To launch a limited edition range of beauty products from Oriental Princess, Thailand's leading cosmetics manufacture. So the challenge is to turn a very "Asian traditional" product idea based on the Five Trace Elements of Earth, Metal, Water, Wood and Fire into something compelling to modern women, in tough times, where tradition alone is not enough.Consumer Insight: Thai women strongly believe in destiny, be it revealed through astrology, fortune telling, or magazine and internet questionnaires. They are fascinated by the topic but at the same time they want to be selective in choosing which bits to believe and act on - They want to create their own future.

We summarized the key insight and key idea: "Define your Element. Defy Your Destiny" through the 15 web/viral films, we encouraged women to explore which of the five elements comprises their "inner-beauty" and then more importantly showed them how to combine elements to create the outer woman they want to be too. The tone of each element they could choose was completely different: Water - emotional and lively; Fire - competitive; Wood - sensitive and nurturing; Earth - strong and sensual; Metal - passionate and spontaneous. We gave women the opportunity to be who they want to be. Why stop at just changing your mind, when you can change your life?