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Free Fire

SPLASH RIDE

" This Songkran... there will be the splashed and the survivors. "

We turned the classic Songkran conflict into an epic chase to promote Free Fire's in-game event.

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CHALLENGE

The main challenge was to promote Free Fire's in-game Songkran event. However, the ultimate hurdle was: when everyone is outside celebrating the water festival, how do you get them to come back inside to "splash" in the game? Our mission was to create a campaign loud and fun enough to pull their attention back to their screens.

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SOLUTION

Our solution was the concept "Want to Splash, Don't Want to Get Wet," taking a true Songkran insight and escalating it into a narrative showdown between two factions: the OHANA gang, on a mission to splash everyone in sight, and the BLACK GOD gang (Ta-Oo & Baifern), determined to stay dry and stylish.

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We created a cinematic series depicting the escalating chase, from sniper ambushes and delivery rider disguises to summoning rain with black magic, all in a relentless effort to get the other team soaked. This was our ecosystem in action: a hilarious, culturally relevant strategy by HOT SAUCE (Agency), with a fun, high-quality execution of all films by HOT SAUCE FILM.

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RESULTS

20M+

Combined Views Across All Videos

2nd Runner-Up

Brands & Creators, YouTube Works Awards Thailand 2025

Dominated social media conversations

during the Songkran festival

© 2021 by HOT SAUCE CO.,LTD. 

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