We came up with the idea to capture the relatable and humorous experiences of using a sticky moisturiser in Thailand’s humidity. With this core concept, the team brainstormed various ideas for effective communication on social media through precision marketing. We shared plenty of entertaining “sticky moments,” like attempting to dry lotion faster by standing in front of an air conditioner or fan, leaving hilarious lotion smudges on glass doors, or finding food particles mysteriously clinging to our arms after a meal. These situations resonate deeply with Thai humor—playful and lighthearted—making them relatable, even if they often go unspoken.