THE PEOPLE CONTRACT
MAKRO rewrOTE who contracts are for

Turn giant corporate contracts into certainty for small business

the world’s first contract written for the people, not corporations.
Rather than launching a support campaign or short-term promotion, Makro issued real business agreements with small restaurant owners.
These contracts transferred big-brand privileges, which normally reserved for corporations directly to the people who keep Thailand’s food economy running.
Role: Involved in the whole process.
Concepting, Art directing, Copywriting, Supervising the production

Brands love to talk about "supporting local," but they usually do it with a 30-second commercial and end when the client approves a storyboard.

For us, this one only started when the first restaurant owner signed their name.
When we were concepting this, the goal was to kill the "campaign" mindset entirely. We didn’t want a slogan, We wanted a signature.

The People Contract isn't marketing—it’s a transfer of power. We took the legal leverage and the safety nets that usually only exist for billion-dollar corporations and handed the keys to the people who actually run our streets: the independent restaurant owners.

CCO: Anuwat Nitipanont Agency: YDM Group [FCB&Mullenlowe Thailand]

Launched in 2026