How a documentary helped a Thai beer show its craft, by showing its philosophy.

When it comes to brewing the taste of Thai perfection, there’s a unique philosophy that guides Chang - one that’s shared by the country’s finest craftsmen. Hear what they have to say in this first ever mini-documentary on the subject. Client: Chang Beer Agency: GOVT Singapore Executive Creative Director: Aaron Koh, Tim Chan Art Director: Cliff Yeo Copywriter: Sean Lee Accounts: Sheryl Chua, Cheryl Koh Agency Producer: Cheryl Koh Video Production: Fin Ad Asia

If it’s important for people to know how a beer brand brews their beer, what inspires Chang to craft the taste of Thai perfection?

For that, you only have to look as far as the country it calls home.

As an iconic Thai brand known globally, we felt there was a responsibility to export something greater than its golden brew, and just as authentic: ‘Lamiat’, a philosophy at the heart of Thai craftsmanship.

Launching a mini-documentary that explores this concept, ‘Spirit of Lamiat’ follows three local craftsmen who embody this spirit – a Michelin-starred chef, pioneer organic agriculturist and renowned ceramist.

By championing ‘Lamiat’, Chang continues to display its Thai provenance through a social campaign that aims to inspire local pride and fascinate the rest of the world.