Art Director Seine Kongruangkit and Copywriter Matithorn (Brave) Prachuabmoh Chaimoungkalo
Congratulations - if rather belated, as so much in these difficult times - are in order for the duo that won Lürzer's Archive Student of the Year 2020. They are Prachuabmoh Chaimoungkalo and Seine Kongruangkit, recent graduates from Miami Ad School in Hamburg. The work they won for was a mock up Netflix billboard campaign.The idea was an attempt to keep people indoors during lockdown. That way they could avoid being confronted with the spoilers to popular shows on Netflix. After all, who wants to have their favorite shows spoiled?!
University: Miami Ad School Europe, Hamburg, AD: Seine Kongruangkit, CW: Matithorn Prachuabmoh Chaimoungkalo, Instructor: Sabine Georg
After graduation this spring they both returned to their native Bangkok. Here is what they have to say:
Seine: "I’m currently based in Bangkok but I’m living in the New York timezone, as I'm doing an internship with Droga5 NY at the moment. Another project I recently did and might be worth mentioning iscalled ‘We Are Asian’ with Quynh Tran, also a Miami Ad School student. We made it in response to the anti-Asian attacks during the first outbreak of Covid-19. The idea was "What if our Asian pride triumphed over hatred?" Since the outbreak of COVID-19, the number of racist assaults and hate crimes towards the Asian community has been skyrocketing all over the world, significantly in US. We, Asians get punched, kicked, spit and yelled at, and shooed away through no fault of our own. and mass media is flooded with heart-breaking cases. Being Asian ourselves, we were furious about this situation. But instead of adding more fuel to the fire, we decided to switch our lenses and shed light on positivity: the tastiest food, the most preserved culture, the hardest-working parents, and the bravest medical staff on the front line amidst this pandemic – those are what make us Asian, and no punch, kick, spit, mockery, or yell would ever wreck our pride on the long way we have come. We have published this on our Instagram, and been receiving more positive responses than we ever expected, this project has also become viral in Vietnam. Here is the link https://vimeo.com/435757903.
And here some comments from Brave, the copywriter on the Netflix project: "My dad is a veteran creative and his work was published in Lürzer's Archive a couple of times back in the day, so of course I’m a fan of the magazine (and of whoever thinks my dad’s work is cool). Brain & Brawn
is located in Bangkok, we are a small multi-disciplinary firm founded by a bunch of award-winning creatives and like-minded professionals. Our website is supposed to be www.brainsandbrawn.co
but we are too busy making things happen for our brand partners to work on our own website. It should be online pretty soon though."