Brand Purpose is a huge buzzword right now, but it doesn’t always generate 5-Star ads. Purpose-driven work can often be a little bit pious and ultimately fail to generate much happiness. CanonLife’s video became a big hit in Thailand, though, presenting the goal of expanding literacy in an interesting and emotional way. This kind of emotional video often stands or falls on how its big concept makes people feel. CanonLife’s mission – updating and modernising the basic textbooks Thai children learn their alphabet with - is likely to resonate with any Thai viewer who remembers their own schooldays.