[
Brand & Creative
]
[
Brand & Creative
]
A bold three-film campaign by Gambol and YDM Thailand turned sandals into a symbol of courage, confronting Thailand’s toughest social issues and winning Bronze at Cannes Lions 2025.
A bold three-film campaign by Gambol and YDM Thailand turned sandals into a symbol of courage, confronting Thailand’s toughest social issues and winning Bronze at Cannes Lions 2025.
Highlights
“Dare to Step — when comfort sparks the courage to confront what matters.”
Gambol, one of Thailand’s leading sandal brands, wanted to prove that comfort can be more than physical—it can inspire courage. Together with YDM Thailand and acclaimed director Ae Suneta, the brand launched Dare to Step, a bold campaign tackling three sensitive issues that Thai society often avoids: domestic violence, environmental harm, and corruption.
Set in a prehistoric world, the three-film series used satire and cinematic storytelling to reflect modern Thai society’s silence in the face of injustice. Each story transformed when a character put on a pair of Gambol sandals, discovering that “when your feet are comfortable, your mind is free”—empowering them to act with conscience and courage.
The campaign reframed Gambol as not just a footwear brand, but a cultural symbol of change and bravery, resonating with millions and ultimately earning global recognition on the Cannes Lions stage.
BRIEF
Transform Gambol sandals from a comfort-driven product into a brand that inspires action and courage.
CHALLENGES
Tackling taboo social issues in Thailand—such as domestic violence and corruption—without alienating audiences, while staying true to the brand’s DNA.
INSIGHTS
When people feel physically at ease, they are more open-minded, confident, and courageous to act—making comfort the foundation of bravery.
OBJECTIVES
Position Gambol as more than footwear, elevating it to a cultural icon that symbolizes the courage to confront societal problems.
STRATEGY
Use a satirical prehistoric setting to mirror today’s issues, creating three short films that dramatize social silence and transform it into bold action with the symbolic power of Gambol sandals.
SERVICE
Creative strategy, Campaign design and execution, Data, Production.
YDM FAMILY
YDM Thailand in collaboration with Suneta House, directed by Theerapol “Ae Suneta.”
RESULTS
The Dare to Step campaign won Bronze at Cannes Lions 2025 in the Film category, one of only 12 Asian works recognized globally. Beyond awards, it ignited public conversation in Thailand, positioning Gambol as a fearless brand with cultural relevance.
Award
Bronze in the Film category Cannes Lions 2025
Bronze in the Film category Cannes Lions 2025
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[
Brand & Creative
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[
Brand & Creative
]
A bold three-film campaign by Gambol and YDM Thailand turned sandals into a symbol of courage, confronting Thailand’s toughest social issues and winning Bronze at Cannes Lions 2025.
A bold three-film campaign by Gambol and YDM Thailand turned sandals into a symbol of courage, confronting Thailand’s toughest social issues and winning Bronze at Cannes Lions 2025.
Highlights
“Dare to Step — when comfort sparks the courage to confront what matters.”
Gambol, one of Thailand’s leading sandal brands, wanted to prove that comfort can be more than physical—it can inspire courage. Together with YDM Thailand and acclaimed director Ae Suneta, the brand launched Dare to Step, a bold campaign tackling three sensitive issues that Thai society often avoids: domestic violence, environmental harm, and corruption.
Set in a prehistoric world, the three-film series used satire and cinematic storytelling to reflect modern Thai society’s silence in the face of injustice. Each story transformed when a character put on a pair of Gambol sandals, discovering that “when your feet are comfortable, your mind is free”—empowering them to act with conscience and courage.
The campaign reframed Gambol as not just a footwear brand, but a cultural symbol of change and bravery, resonating with millions and ultimately earning global recognition on the Cannes Lions stage.
BRIEF
Transform Gambol sandals from a comfort-driven product into a brand that inspires action and courage.
CHALLENGES
Tackling taboo social issues in Thailand—such as domestic violence and corruption—without alienating audiences, while staying true to the brand’s DNA.
INSIGHTS
When people feel physically at ease, they are more open-minded, confident, and courageous to act—making comfort the foundation of bravery.
OBJECTIVES
Position Gambol as more than footwear, elevating it to a cultural icon that symbolizes the courage to confront societal problems.
STRATEGY
Use a satirical prehistoric setting to mirror today’s issues, creating three short films that dramatize social silence and transform it into bold action with the symbolic power of Gambol sandals.
SERVICE
Creative strategy, Campaign design and execution, Data, Production.
YDM FAMILY
YDM Thailand in collaboration with Suneta House, directed by Theerapol “Ae Suneta.”
RESULTS
The Dare to Step campaign won Bronze at Cannes Lions 2025 in the Film category, one of only 12 Asian works recognized globally. Beyond awards, it ignited public conversation in Thailand, positioning Gambol as a fearless brand with cultural relevance.
Award
Bronze in the Film category Cannes Lions 2025
Bronze in the Film category Cannes Lions 2025
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Connect
]
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Drop us a line.
Get in
touch
[
Connect
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How can we help you innovate?
Drop us a line.
Get in
touch
[
Connect
]
How can we help you innovate?
Drop us a line.
Get in
touch
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How can we help you innovate? Drop us a line.
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[
Brand & Creative
]
[
Brand & Creative
]
A bold three-film campaign by Gambol and YDM Thailand turned sandals into a symbol of courage, confronting Thailand’s toughest social issues and winning Bronze at Cannes Lions 2025.
A bold three-film campaign by Gambol and YDM Thailand turned sandals into a symbol of courage, confronting Thailand’s toughest social issues and winning Bronze at Cannes Lions 2025.
Highlights
“Dare to Step — when comfort sparks the courage to confront what matters.”
Gambol, one of Thailand’s leading sandal brands, wanted to prove that comfort can be more than physical—it can inspire courage. Together with YDM Thailand and acclaimed director Ae Suneta, the brand launched Dare to Step, a bold campaign tackling three sensitive issues that Thai society often avoids: domestic violence, environmental harm, and corruption.
Set in a prehistoric world, the three-film series used satire and cinematic storytelling to reflect modern Thai society’s silence in the face of injustice. Each story transformed when a character put on a pair of Gambol sandals, discovering that “when your feet are comfortable, your mind is free”—empowering them to act with conscience and courage.
The campaign reframed Gambol as not just a footwear brand, but a cultural symbol of change and bravery, resonating with millions and ultimately earning global recognition on the Cannes Lions stage.
BRIEF
Transform Gambol sandals from a comfort-driven product into a brand that inspires action and courage.
CHALLENGES
Tackling taboo social issues in Thailand—such as domestic violence and corruption—without alienating audiences, while staying true to the brand’s DNA.
INSIGHTS
When people feel physically at ease, they are more open-minded, confident, and courageous to act—making comfort the foundation of bravery.
OBJECTIVES
Position Gambol as more than footwear, elevating it to a cultural icon that symbolizes the courage to confront societal problems.
STRATEGY
Use a satirical prehistoric setting to mirror today’s issues, creating three short films that dramatize social silence and transform it into bold action with the symbolic power of Gambol sandals.
SERVICE
Creative strategy, Campaign design and execution, Data, Production.
YDM FAMILY
YDM Thailand in collaboration with Suneta House, directed by Theerapol “Ae Suneta.”
RESULTS
The Dare to Step campaign won Bronze at Cannes Lions 2025 in the Film category, one of only 12 Asian works recognized globally. Beyond awards, it ignited public conversation in Thailand, positioning Gambol as a fearless brand with cultural relevance.
Award
Bronze in the Film category Cannes Lions 2025
Bronze in the Film category Cannes Lions 2025
[
Connect
]
How can we help you innovate?
Drop us a line.
Get in
touch
[
Connect
]
How can we help you innovate?
Drop us a line.
Get in
touch
[
Connect
]
How can we help you innovate?
Drop us a line.
Get in
touch
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Connect
]
How can we help you innovate? Drop us a line.
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