VML Thailand Takes Spikes Asia Grand Prix for Tra Mongkut Soil Data Campaign

VML Thailand won the Grand Prix in Creative B2B at Spikes Asia 2026 for Tra Mongkut's Soil Stay campaign. The work converted soil analysis data into educational content for Thai farmers.

Tra Mongkut, a rice brand operating in Thailand's agricultural sector, commissioned the campaign to address soil quality challenges. VML Thailand's approach translated technical soil metrics into accessible learning materials designed for farming communities.

The Spikes Asia Creative B2B Grand Prix represents the top award in the festival's business-to-business category. VML Thailand competed against regional agencies across Asia-Pacific markets. The jury recognized the campaign's data visualization approach and its application to agricultural education.

Soil Stay deployed soil testing infrastructure combined with content distribution systems. Farmers received localized soil analysis translated into actionable farming guidance. The campaign operated across multiple Thai provinces where Tra Mongkut sources its rice supply.

VML Thailand, part of WPP's VML network, maintains offices in Bangkok. The agency's client roster spans consumer goods, automotive, and agricultural sectors. Tra Mongkut joined VML Thailand's book of business within the past 18 months.

Spikes Asia 2026 took place in Singapore. The festival awards work across 25 categories including Creative B2B, Creative Commerce, and Brand Experience. Grand Prix winners represent less than 2% of total entries across all categories.

The Soil Stay campaign marks VML Thailand's third Spikes Asia Grand Prix since the WPP merger that combined VMLY&R and Wunderman Thompson in 2023. Previous wins came from automotive and telecommunications categories.