ANANDA CORPORATE CAMPAIGN 2018

ANANDA CORPORATE CAMPAIGN 2018

Business Background

         Ananda Development Public Company Limited is a real estate company focused on developing residential properties that cater to urban lifestyles and meet all living needs. The company emphasizes convenient locations for commuting, working, and urban lifestyles, reinforcing the concept of "URBAN LIVING SOLUTIONS" that encompasses all aspects of life—LIVE-WORK-PLAY—making it easier for city dwellers to live, giving them more time to create positive contributions for themselves, their families, and society.

Concept Idea

         How can we drive this society with positive energy? We believe in the power of positivity and the vibrant diversity of urban people. Both elements help make this city livable, interesting, and unique, like a small piece of a puzzle.

         If we can keep this positive energy in our hearts and nurture it within our society, no matter what obstacles we face today or in the future, we will support each other and encourage everyone in this community to overcome them. We believe that having a mindset focused on positive energy will lead to good outcomes and create a constructive force in our society.

Communication Strategy

         People are the vital energy driving this city because “The city is people, and people are the city.” These two concepts are one and the same. A city becomes a home, not just an empty box devoid of life, if it lacks spirit.

         “How do you want the city to be? Live that way.” What everyone does reflects the essence of the city you inhabit. Every energy and spirit you embody creates the vibrancy and momentum that drives this city.

Join us in the “URBAN STREET CULTURE,” a new platform that unites all differences to collaboratively create positive outcomes in a way that is uniquely yours.

Campaign Name

URBAN SOUL “How do you want the city to be? Live that way.”

THE SOUL OF PEOPLE IS THE SOUL OF THE CITY.

This corporate campaign from Ananda aims to empower urban dwellers to rise up and generate positive energy, becoming part of the creative process to shape the city in their own way.

         Awaken the urban spirit (URBAN SOUL), which is the life and breath that drives this city in the way you desire, uniquely reflecting the lifestyle and identity of each individual with freedom and energy to inspire others, fostering a positive attitude and igniting a desire to transform the city into a more livable and vibrant place. Because the people and the spirit of everyone are the solutions that lead to the city's development and improvement.

Campaign Execution

1. Music Marketing

         Create a new experience in conveying the lifestyle and living stories of Urban Street Culture through an Internet Film that reflects the positive energy and voice of urban dwellers in a rap music style, collaborating with the “Rap is Now” team and artists UrboyTJ and DaBoyWay (Way Titanium) to write lyrics and melodies for the song “FEEL YOUR SOUL.” This song narrates the colorful street lifestyle of urban people from various perspectives, showcasing Bangkok in a new light and emphasizing that you are an essential part of making this city better, encouraging them to live authentically and contribute to the city's progress. In addition to the Internet Film, there will be online activities catering to both RAP and CHILL enthusiasts under the “Sound of Soul Contests.”

“ANANDA X RAP IS NOW” invites urban dwellers to cover the song “FEEL YOUR SOUL”, offering a grand opportunity for RAP enthusiasts to create lyrics that reflect the true essence of a RAPPER for a chance to win a cash prize of 100,000 baht and collaborate on the song with the renowned The Rapper “UrboyTJ”.

  - “For the chill enthusiasts,” Ananda opens the stage for interested individuals to cover songs in their own style without restrictions on music or style, as long as they express their true selves. The winner will receive a cash prize of 60,000 baht.

Interested participants can register or inquire for more information to join the activities at https://www.ananda.co.th/urbanlivingsolutions/urbansoul

2. URBAN STREET EXPERIENCE

ANANDA X EMQUARTIER X HYPEMAKER BY HYPEBEAST X ATMOS X URBAN CREATURE

Ignite positive energy and inspire urban living for you, the soul of the city. ANANDA Development PCL. opens a new experience at the event “IGNITE YOUR URBAN SOUL”, partnering with EMQUARTIER, HYPEMAKER BY HYPEBEAST, ATMOS, RAP IS NOW, and URBAN CREATURE to awaken the URBAN STREET CULTURE for city dwellers from July 13-16 at the Waterfall QUARTIER.

Event Highlights

- Launch of the Ananda Corporate Campaign 2018

URBAN SOUL “How do you want the city to be? Live that way.”

MINI CONCERT featuring “UrboyTJ, TWOPEE, GOLF FUCKING HERO, and URBAN STREET MUSIC from RAP IS NOW throughout all 3 days.

Ananda collaborates with global partners

         For the first time, we partner with the global Urban Street Platform HYPEMAKER BY HYPEBEAST, a global creative studio providing total creative solutions from ideation, content amplification, creative services, and data analysis, through to access to our global distribution network for brands worldwide.

1. Ryan Pun – (Hypemaker) – Brand Partnership of Hypemaker, a global creative studio providing total creative solutions from ideation, content amplification, creative services, and data analysis, through to access to our global distribution network for brands worldwide.

2. Meet “JEFF STAPLE”, ONE OF THE FOUNDING FATHERS OF MODERN DAY STREETWEAR who will create a space within the event under the concept “URBAN SOUL LIVING SPACE.”