the world’s first contract written for the people, not corporations.

Rather than launching a support campaign or short-term promotion, Makro issued real business agreements with small restaurant owners.
These contracts transferred big-brand privileges, which normally reserved for corporations directly to the people who keep Thailand’s food economy running.

For us, this one only started when the first restaurant owner signed their name.
When we were concepting this, the goal was to kill the "campaign" mindset entirely. We didn’t want a slogan, We wanted something bigger.

The People Contract isn't marketing—it’s a transfer of power. We took the legal leverage and the safety nets that usually only exist for billion-dollar corporations and handed the keys to the people who actually run our streets: the independent restaurant owners.

Role: Involved in the whole process.
Concepting, Art directing, UI designing,
Supervising production.

Agency: YDM Group (FCB & Mullenlowe Thailand)
CCO, Anuwat Nitipanont