“Because we believe that a good home is the starting point of happiness and success in life, we strive to research, listen, and understand people as much as possible.” This can be seen as the philosophy and vision that shapes the identity felt by anyone who experiences it. The emerging real estate developer AssetWise, a leader in lifestyle-oriented quality housing and condominium projects, has been in the industry for over 19 years, with development projects worth over 49.9 billion baht. Their key brands, such as Kave, Atmoz, and Modiz, are well-known among the public.

            Whenever we mention the name AssetWise, what follows is not just their unique ideas for project creation, but also a clear commitment to developing residential projects that enhance the quality of life for their customers, connecting happiness to homeowners under the concept of “Happiness Designed for You” We Build Happiness.

            Building a brand identity to communicate the essence of being ‘a real estate developer that creates happiness designed for you’ is not just an effort by AssetWise; it sends a message to consumers and residents. This is evidenced by the research results from the ‘TERRAHINT Brand Series 2022: Think, Activate the Brand,’ which compared Brand Archetypes and consumer perceptions of brand identity. The results show that AssetWise is a brand that consumers feel a connection to, creating relationships and experiences that are accessible and enjoyable, categorized as a JESTER brand, embodying fun, happiness, and humor.

            Beyond being a brand that brings happiness to residents, AssetWise also strives to be a creative brand that thinks differently in creating new things. As Khun Lek (Kramchat Wiphanpong), CEO of AssetWise, sees himself as a ‘real estate developer that creates happiness,’ with a focus on customer-centric new project initiatives.

“AssetWise enjoys creating new things. For adjacent plots of land, we will not design the same way; each project is uniquely designed with the customer at the center. We enjoy doing new things, always thinking about what customers should receive, what is necessary, what meets their needs, or even what exceeds expectations. We add those elements because we believe that when customers invest in a home or a condo, it is their lifelong residence.”

  “Because we believe that a good home is the starting point of happiness and success in life, we strive to research, listen, and understand people as much as possible to develop projects that fulfill every need, both today and in the future, whether it’s beautiful and distinctive design, well-thought-out functionality and usable space, future technology for greater convenience, attentive and caring services, and large, diverse common areas that cater to people of all ages and styles.”

Creating connections of happiness and good relationships with consumers AssetWise does not stop at just products or projects; it also connects the experience of happiness between the AssetWise brand and consumers through various forms as far as ideas can take them. One of these is the social advertisement film titled “Dadman”, which AssetWise recently launched at the 2023 strategic announcement event. This advertisement or TVC is not meant to sell products but to present a perspective on truly happy living.

This social advertisement not only brings smiles to viewers but also conveys a small philosophy, told through humorous emotions that provoke thought and awareness of the little joys right in front of us. It reminds us that true ‘happiness’ does not have to be grand or far from life; it is right here. However, in a chaotic society, life often misses the opportunity to savor relationships with those who care right in front of us.

The narrative of this advertisement highlights a person (representing all of us) who is lost in the pursuit of happiness amidst constant confusion, reminiscing about past fun and worrying about future desires, forgetting the happiness in the “present moment” and neglecting to pay attention to the important people right in front of them.

The creation of this touching social advertisement took over six months to crystallize ideas, resulting from collaboration between Chujai and Kalyanamitr, a creative agency for social causes known for its simple yet sophisticated brand messaging. Filmed by Phenomena Co., Ltd., a production company with over 20 years of experience, it was directed by Rong Sralump, with Prasit Witasamrit from Chujai and Kalyanamitr serving as the Creative Director.

 

“When we first received the brief from AssetWise and from Khun Lek’s team, I must say it was a dream brief for a creative. Khun Lek and the team said that the goal of the TVC was not to sell anything, not even to show any houses or products of ASW. They wanted this TVC to be beneficial to people, making them feel that the ASW brand wishes to send goodwill to people, connecting the brand identity of We Build Happiness only,” shared Prasit Witasamrit, Co-Founder / Creative Director of Chujai and Kalyanamitr, about the initial brief received when they had the opportunity to create this advertisement.

Although it was a dream brief, it was also a challenging one, as the creative team noted that highlighting “happiness” in communicating the brand identity through an advertisement is not a new concept in the real estate and advertising industries. Amidst an ocean of happiness, the team needed time and several processes to interpret the definition of happiness in a style that truly represents AssetWise.

“From our close interactions with the AssetWise team, we crystallized the essence of happiness in the AssetWise style, realizing that happiness does not have to be grand; it is right in front of us. A home has no meaning if our hearts are not at home. Nowadays, most people are often preoccupied with other matters. The idea conveyed in this advertisement is straightforward, using relatable experiences to share in a fun way,” shared the creative team member about the journey of ideas that absorbed the sincerity felt from the AssetWise team, who allowed them to think outside the box.

The creative team utilized the hidden identity within the brand, drawing on the interest in philosophical principles from the executives (Khun Lek) and the AssetWise team regarding the importance of being happy in the present. They conveyed this in a way that resonates with the younger generation, using shared experiences that they believe young people have encountered, expressed through the relationship between a father and child, represented by a man in his mid-30s, the age of family builders responsible for multiple generations in one household, embodying the essence of a father figure.

However, every time he begins to experience happiness with those in front of him, his mind is distracted by various media that constantly bombard him, interrupted by social media notifications that pull him away from the moment. Then there are work group chats that demand his attention, making it hard to focus on the simple happiness right in front of him. Ultimately, that man manages to bring himself back to focus on the tranquility before him, conveying the message that “we want people to be happy here and now, which is the truest happiness for us.”

All of this leads to the concept that HAPPINESS IS HERE & NOW - “The most important person is the one in front of you, the most important place is here, and the most important time is now. Happiness can be found here, right now.”

            The story told here is encapsulated in a short clip of just a few minutes. How much will this narrative touch your feelings? Watch the clip for yourself.