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ANDY Awards

Creative Award
New York, United States
BAR B Q PLAZA - "SAD KAMA-CHAN" by ANDY Awards 2025

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TitleSAD KAMA-CHAN
Agency
Campaign SAD KAMA-CHAN
Advertiser Food Passion
Brand BAR B Q PLAZA
Date of First Broadcast/Publication 2024
Business Sector Restaurants & Fast Food
Media Type Case Study
Length
AI Description The ad titled 'SAD KAMA-CHAN' for BAR B Q PLAZA was crafted by Grey (Thailand) Ltd. in 2024. At its heart, the ad introduces Kama-chan, previously the iconic smiley face fish ball of this renowned Thai BBQ restaurant. The storyline portrays the sudden change of Kama-chan's expression from joyful to gloomy, causing widespread curiosity and discussion on social media. Frames depict people at various BBQ Plaza locations showing confused reactions to Kama-chan's new look. As the campaign unfolds, it reveals that this change has sparked a viral moment, leading to widespread social media engagement and a significant increase in restaurant patronage. The ad highlights how the emotional connection to a mascot and a clever marketing twist revived customer interest, ultimately boosting business. The visuals are vibrant, playful, and digitally engaging, capturing the sense of community and nostalgia among Thai BBQ lovers.
Chief Marketing Officer (CMO)
Head of Brand Marketing
Marketing Manager
Marketing Manager
Chairman
Chief Creative Officer
Chief Operating Officer (COO)
Executive Creative Director
Creative Group Head
Art Director
Copywriter
Account Director
Account Manager
Head of Strategy
Strategic Planner
Agency Producer
Project Manager
Project Manager
Motion Designer