Under new employment landscape, big corporates are no longer attractive for young talents as they used to be. The Thai working environment often has distinctive features - hierarchy, deference, obedience and certain strict conventions. The top-down approach to hierarchy is not ideal for out-of-the-box thinking and disruptive innovation and often leads to a toxic work environment. As a result, young talents prefer to work for startups to large companies where they are perceived boring and unwieldy.

Kasikornbank wants to show how it has changed organizational culture and it is here to enable young talent to thrive in the work environment and that they can live the statement "Possibility to make an impact.”

To show how Kasikornbank truly understand them, we use satirical storytelling to show the value of humor when attracting prospective candidates' attention. This include various situations that young talent often faces in a company - hierarchy, submissive behavior and unrealistic budgeting for them to learn and fail. This is a way to unlocking their full potential in the workplace.

We “trigger” the target audiences with web film to show that we truly understand them with insights - the problems they face everyday: toxic environment, bootlicking teammates and unrealistic budgeting. Subsequently, we move into “proving” stage supported by other external and internal media, allowing target audiences to witness a new paradigm of working culture that genuinely meets the need of modern workforce.

The online film depicts three situations that young talent often faces in a company - hierarchy, submissive behavior and unrealistic budgeting through the power of exaggeration to illustration toxic work environment. This is to trigger the root cause why conventional work environment is no longer attractive for young talents. Through a 2-minute online film, they aim to persuade them to click on the Kasikorn Career Website for various calls to action.

After campaign is launched, over 180,000 potential candidates visited Kasikorn Career website, while 14,000 of them came to explore the job vacancy.

The applications increased by 30% compared to the regular period.

The visit of Kasikorn Career website organically tripled compared to the regular period.

This online film has changed perception of Kasikornbank from conventional to modern corporate with a wide range of facilitation - funding, new culture, out-of-the-box approach.