Define The Difference

Creative Agency: Ogilvy & Mather Bangkok
Creative Director: Puripong Limwanatipong
Project Type: Produced, Commercial Work
Location: Bangkok, Thailand

Noble Development is a leading property developer in Thailand, well-known for its unique take on architecture. Ogilvy & Mather Bangkok were briefed to create gift sets to represent Noble’s uncompromising approach in consistently applying its “be different” design philosophy over 20 projects and 25 years. Each of the 8 gift set designs they created were inspired by one of Noble’s condominiums. A prominent architectural design cue of the building – whether its architectonics, the interior design, or even the unique interplay of light and dark on tiling – was translated into unique designs for edible snacks and food. The Limited Edition Gift Set, be it chocolate, a stack of crackers, pasta, sugar cube, candy, granola bar or cookies, acts as a reminder that even the most familiar objects can be seen in a different light.

The gift sets are intended for Noble’s VIP customers and on-sale at every Noble condominium café and for those who have a taste for the unique. Products include “Chocolate High Rise” – The tracery and depth of the Noble Reform façade is translated into a three dimensional design; “Candy Cupola” – A rendering of the interplay of light and shadow cast by the afternoon sun onto Noble Reflex balconies; “Sugar Cubist” – The kaleidoscopic pattern of the vent shafts on Noble Re:D is articulated as a cubist polygon; and “Triagonal Pasta” – Seen through a ‘twisted’ eye, the detailing in the Noble Revent façade is a unique signature which can be flattened and stylised as a uniform design.