Siam Kubota x Greyhound Original – Turn Waste to Agri-Wear
Inviting People to Wear a Statement — Not Just Clothes.
Digital Advertising Agency : TWF Agency
Creative Director : Ratee Ngarmniyom
Turning Machinery Concerns into Music — and Music into Opportunity.
A data-driven music marketing campaign transforming agricultural worries into wealth.
Case in short :
When rice straw walked the city runway — and turned awareness into action.
What began as a sustainability collaboration between Kubota and Greyhound Original became a nationwide cultural movement.
By bringing a life-sized straw man to walk through Bangkok’s busiest streets, the campaign transformed agricultural waste into a fashion statement that urban audiences couldn’t ignore.
The surreal activation sparked massive UGC, conversations, and real impact — from preventing 3.6 million tons of straw burning to selling out the limited Agri-Wear collection in 10 days.
More than fashion, it proved that creativity can bridge city and soil — and make sustainability wearable.
เมื่อ “ฟางข้าว” เดินเฉิดฉายในเมือง — เปลี่ยนความตระหนักรู้ให้จับต้องได้จริง
จากความร่วมมือระหว่าง Kubota และ Greyhound Original แคมเปญนี้ยกระดับ “ของเหลือจากท้องนา” ให้กลายเป็น “แฟชั่นรักษ์โลก” ที่คนเมืองอยากมีส่วนร่วม
เราเนรมิต “มนุษย์ฟาง” ขึ้นจริงกลางกรุงเทพฯ — เดินท่ามกลางผู้คน สร้างกระแสไวรัลจากภาพเหนือจริงที่ทุกคนอยากแชร์
ผลลัพธ์คือการเปลี่ยนจาก Awareness สู่ Action — ลดการเผาฟางข้าวกว่า 3.6 ล้านตัน, ยอดขายคอลเลกชันหมดใน 10 วัน,
และสร้างบทสนทนาใหม่ระหว่าง “แฟชั่น” กับ “เกษตรกรรม” ที่เข้าถึงหัวใจของความยั่งยืน.
Challenge
Born from an unexpected collaboration between Siam Kubota and Greyhound Original,
the Turn Waste to Agri-Wear campaign aimed to upcycle rice straw — a common agricultural waste often burned and polluting the air — into sustainable streetwear.
As the digital agency, our challenge was to translate the master idea into digital impact — transforming a sustainability-driven fashion concept into a cultural conversation that resonated with urban audiences and made environmental responsibility feel personal and relevant.
Insight
“When creativity meets sustainability, even a straw man can walk the city runway.”
City dwellers may not care about rice straw or rural waste,
but they love something unexpected, meaningful, and shareable.
So we shifted from information to experience —
turning environmental awareness into something people could see, feel, and share.
Idea
“From the Field to the Streets.”
We brought the straw man to life — a life-sized figure made entirely from real rice straw —
and let him “walk” in Bangkok’s busiest districts, bridging the gap between agriculture and urban culture.
Strawman Mascot: A Living Symbol of Change
The surreal image of a walking straw man in the city instantly caught people’s attention.
Crowds gathered, took photos, and shared across social media —
creating a wave of organic UGC (User-Generated Content) that spread the message naturally.
The campaign evolved from a branded story into a movement driven by people themselves.
Execution
Viral Activation & UGC Spark
From Rural Fields to City Streets
The straw man made surprise appearances across downtown Bangkok, sparking curiosity and inspiring user-generated content that extended far beyond the physical space.
We later released a hyper-realistic film showing how agricultural waste was reborn as wearable fashion — connecting emotion with purpose.
Digital Spin-Off Strategy
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Launched a teaser film to build intrigue before the reveal.
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Activated KOLs and publishers to amplify the story from different perspectives — fashion, sustainability, creativity.
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Unified all touchpoints under Kubota’s brand philosophy: “Agricultural Innovation for the Future.”
Interactive Microsite Experience
An immersive interactive microsite invited users to choose:
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“Burn it” — by swiping down a virtual lighter to see the impact of straw burning.
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“Quench it” — to explore sustainable alternatives and discover the Turn Waste to Agri-Wear collection.
The experience ended with a call-to-action linking to e-commerce where each purchase contributed to campaigns reducing rice-straw burning — turning awareness into real-world action.
Impact
Prevented 3.6 million tons of rice straw from being burned.
Generated 362K+ engagements across social platforms.
Achieved 50% sell-out of the limited collection within 10 days.
Reached 3.45M+ total video views across all channels.
Became a national viral story, organically covered by major media outlets.
Strengthened Kubota’s modern, eco-innovative image, connecting agriculture with youth and urban culture.
Awards:Silver – Climate Action (Adman Awards 2024)
Gold – Promoting Sustainable Cities and Communities (Luum Awards 2024)
Bronze – Sustainable Marketing (MAT Awards 2024)
Creative Message
KUBOTA x GREYHOUND turned rice straw into fashion —
and we turned that fashion into a movement.