YAE KU THO, YANGON ရန်ကုန်
Thant Myanmar’s Yae Ku Tho campaign builds on the Myanmar tradition of donating drinking water. For centuries people have placed beautiful clay pots (yae o) throughout their communities and filled them with drinking water so that anyone can cool off from the punishing heat at any nearby water station (yae chan sin). It is also believed that ten wishes are granted to those who donate water. This creative campaign further interprets this to mean if one drinks donated water, ten wishes are actively given to the donor.
To advocate for and adopt plastic bottle reduction methods, this campaign film series runs for six months and includes celebrity endorsements, reportage-style donor testimonials and product promotions.
Ideation, script writing, directing, shooting, art direction & styling, editing.
Thingyan Celebration Launch: Give water for a happy new year. [00:30]
Opening messaging sequence in tree short parts reminds us of the virtues of Yae Ku Tho and its list of wishes. It also positions Yae Ku Tho as a lifetime of plastic reduction.
Water stations are everywhere and here we are encouraged to take water the cleanest way through stainless steel refill bottles. [00:22]
Yae-O Collection Launch: Stainless steel refill bottle designs are inspired by the ancient decorative styles and floral motifs etched on the original clay water pots. We create a visual link with the traditional water pot and a modern, more sustainable on-the-go drinking behavior. Each product video also highlights one of the ten wishes. [00:23]