Patsa “Aei” Attanon

Managing Director, Jongluckdee

Industry : Business

The most memorable advertising does not always behave like advertising. Under Patsa “Aei” Attanon, independent agency JONGLUCKDEE has made a speciality of ideas that move beyond conventional campaigns and into entertainment, public space and everyday conversation.

As Managing Director, Aei brings strategic thinking together with a sharp eye for cultural relevance. A campaign for Netflix’s Mad Unicorn (2025), for example, turned yellow parcel tape into a visual device seen across the city. For Squid Game (2021-2025), the agency went larger still, translating the series’ instantly recognisable characters into public installations around Bangkok.

One activation proved particularly difficult to overlook. Young-Hee Freezes Bangkok sent a giant version of the Squid Game character along the Chao Phraya River, transforming familiar city scenery into part of the campaign. The project received Best of Show in the Design category at the Adman Awards. JONGLUCKDEE later reached another landmark there, becoming the first independent agency to be named Agency of the Year.

The awards underline a broader philosophy behind Aei’s work. Rather than treating an advertisement as something an audience passively receives, she looks for ways to make brands part of what people notice, photograph, discuss and experience. In a crowded media landscape, that distinction can be more powerful than simply being seen.