Thai fertilizer market is all about plant growth and everybody is speaking the same message. The market has grown extremely competitive. So we have to find a way to talk about growth that's never been done before, which has to be stunning enough to embed the brand into our target consumers' minds. With the exaggerated visual, it’s showing how the tree has grown so fast within a year by seeing the contrast between growth rings and the productiveness. The tree has grown so fast just like a firework.