Life of Paint
TOA Paint
TBWA\Thailand \ Juice
The Opportunity
For over 60 years, TOA has been Thailand’s leading paint brand, valued beyond its product quality for deep-rooted ties to local communities. Celebrating their 60th anniversary, TBWA\Thailand\Juice documented how TOA’s iconic buckets have quietly become part of everyday Thai life. Traveling across Thailand, the team highlighted TOA Paint buckets repurposed to hold water, store miscellaneous items, and even keep the catch of the day. These buckets are found in garages, workshops, temples, and boats.
This documentary approach resonates with Thai consumers who increasingly value brands reflecting their identity and authentic experiences, solidifying TOA’s place not just as a product, but as part of Thai cultural heritage.
The Solution
“The Life of Paint” by TOA Paint captured spontaneous, authentic moments through documentary photography, highlighting the continuous role of TOA paint buckets in daily life. The key challenge was preserving authenticity by avoiding staged scenes. TBWA\Thailand\Juice worked closely with a professional photographer to document genuine interactions across Thailand.
Each photograph exemplifies how TOA is deeply ingrained in Thai life and culture, underscoring the reason for commemorating their 60th anniversary.
Watch the Full Film
The Results
Since its launch, the campaign has strengthened TOA’s emotional connection with consumers. Authentic everyday scenes have boosted brand affinity, recognition, and consumer engagement.
The unique documentary approach has distinguished TOA within the market, achieving strong visibility through print media and stimulating nationwide conversations. It suggests that TOA is not just celebrating its 60th anniversary, but also 60 years of a meaningful relationship between the brand and its users.
