Background

For nearly 30 years, electric fan manufacturer Hatari has quietly shaped Thai lives like the wind. As it rebranded, the focus was on connecting with Thais through the Olympics, while staying true to its identity: “พัดไทยให้ไกลกว่าเดิม.” (Wind That Lifts Thais Further.)

Challenge

Athletes from developing nations face intense pressure. While others pushed for medals at Paris 2024, Hatari aimed to the support mental well-being of athletes and ease their burden.

Idea

We gathered thousands of young taekwondo enthusiasts inspired by Olympic Gold medal winner Panipak Wongpattanakit and her iconic Scorpion Kick. An unbranded video captured their attempts, showcasing both successes and struggles, driven by their love for the sport and admiration for Panipak’s perseverance.

We also launched online and on-ground activations, inviting fans to perform the Scorpion Kick. These efforts were compiled into a second video, which was sent to Panipak before her match in Paris, reminding her of the passion and resilience she has inspired as she prepared for the Olympics.

Results

76.1 million impressions

1.05 million engagements

162.8 million views