Every August 12, Thailand celebrates Mother’s Day, when children traditionally give their mothers a “Phuang Malai”

In Thai, "Phuang Malai" means both a Mother's Day flower garland and a car steering wheel. So we took it literally.

So instead of giving Mom another flower garland. We teamed up with traditional Thai floral artisans to craft an actual steering wheel made from nearly 1,000 jasmine buds, Calla Lilies, and orchids, built into a full-scale XPENG G6 steering wheel. It was 0% AI and ofc 100% sore fingers.

Then, we launched city DOOH billboards, translating nerdy EV specs into genuine expressions of care.

A traditional flower garland sits on a tray. Our Garland actually takes her somewhere and says "Get in, Mom. We're going on a road trip."

Role: Involved in the whole process.
Concepting, Art directing, Copywriting, Supervising production,
Photographing, Grading, and Retouching

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