1 2
 
 
  • SUB CATEGORY :
    BEST USE OF FICTION FILM
  • COMPANY ENTERING :
    THE LEO BURNETT GROUP THAILAND, BANGKOK
  • ENTRY TITLE :
    THANK YOU FOR SHARING
  • BRAND :
    DTAC
  • ADVERTISER :
    TOTAL ACCESS COMMUNICATION PUBLIC COMPANY LIMITED
  • AGENCY :
    THE LEO BURNETT GROUP THAILAND, BANGKOK
  • CHIEF CREATIVE OFFICER :
    SOMPAT TRISADIKUN
  • EXECUTIVE CREATIVE DIRECTOR :
    PARUJ DAORAI
  • COPYWRITER :
    THANACHPATH RATANABORVORNSETHI
  • ART DIRECTOR :
    UKRIT KARNSOMWAN/PARUJ DAORAI/SOMPAT TRISADIKUN
  • ACCOUNT MANAGEMENT DIRECTOR :
    SAMIRA THANCHAROENKIT
  • ACCOUNT MANAGER :
    VARITHA SANTINAN
  • PR TEAM :
    PRANG TEPINTRAPIRAK/PHONPHOT SRIPHRACHAN/
    NINASREEN MATHA/NUTTAWADEE BHAMORNSUWARN
  • MEDIA PLANNER :
    OMNICON MEDIA GROUP
  • AGENCY PRODUCER :
    SOMPETCH NUNTASINLAPACHAI
  • FILM PRODUCTION COMPANY :
    HUB HO HIN BANGKOK, BANGKOK
  • DIRECTOR :
    NAWAPOL THAMRONGRATTANARIT
  • D.O.P/CINEMATOGRAPHER :
    NIRAMON ROSS
  • FILM PRODUCER :
    NATTAPON KORNKAEW
  • POST-PRODUCTION COMPANY :
    HUB HO HIN BANGKOK, BANGKOK
  • EDITOR :
    NAWAPOL THAMRONGRATTANARIT/CHONLASIT UPANIGKIT
  • CAMPAIGN SUMMARY :
    TO CAMPAIGN AGAINST CYBER BULLYING IN THAILAND WHERE VIDEO CONTENTS DOMINATE ALL DIGITAL PLATFORMS, DTAC USED SHORT FILM FORMAT FOR ITS CAMPAIGN’S HERO CONTENT. THE FILM EXPERIMENTED WITH PEOPLE’S REACTION AND CURIOSITY. “THANK YOU FOR SHARING” SHORT FILM WAS DIRECTED BY ONE OF THAILAND’S BRIGHTEST YOUNG FILM DIRECTOR AND SCREENWRITER WHO HAS LARGE AMOUNT OF FOLLOWERS WHO LOOK FORWARD TO HIS NEW WORK.
  • THE BRIEF :
    AS SOCIAL MEDIA BECAME MORE AND MORE INFLUENTIAL TO THAI SOCIETY NOWADAYS, CYBER BULLYING HAS GROWN BIGGER AS A THREAT TO THE COMMUNITY. BUT THE ISSUE HAS NOT YET BEEN DISCUSSED OPENLY AS A SOCIAL ISSUE. WHAT WE NEED IS FOR THAI SOCIETY TO AWARE OF THIS SOCIAL PROBLEM AND TO START SOME ACT TO PREVENT IT FROM WIDE SPREADING AND CAUSE MORE DAMAGES TO MORE VICTIMS. DTAC, A PART OF TELENOR GROUP, WANTED TO MAKE THAI PUBLIC AWARE OF CYBER BULLYING AND CHANGE PEOPLE’S BEHAVIOR TO LIMIT THE NEGATIVE IMPACT OF THE ISSUE.
  • THE STRATEGY :
    FROM A RESEARCH, WE FOUND THAT, FOR THAILAND, PEOPLE BECAME A PART OF MOST OF CYBER BULLYING CASES WITHOUT REALIZING THAT THEY DID. IT’S BECAUSE OF THEIR ‘CURIOSITY’ TO WATCH AND SHARE CONTENTS WITHOUT THINKING OF ITS CONSEQUENCE. SO OUR CAMPAIGN WAS AIMING TO CHANGE BEHAVIOR OF THOSE ‘SPECTATORS’ WHO DON’T REALIZE THAT THEY ARE PART OF CYBER BULLYING CYCLE.
  • THE EXECUTION :
    ON THE GLOBAL CYBER BULLYING DAY, WE RELEASED A SHORT FILM THAT EXPERIMENTED ON VIEWER’S CURIOSITY. A STORY OF A HIGH SCHOOL GIRL WHO HAS A CLIP OF HER SCHOOL’S IDOL EATING HER OWN BOOGER, AND WERE ASKED TO SHARE IT. BEFORE SHE DECIDES, THE STOP BUTTON POPS UP. IF THE VIEWERS CHOOSE TO STOP, IT LINKS TO ANOTHER CLIP WITH THE GIRL DECIDES NOT TO SHARE THE CLIP. THE CYBER BULLY CYCLE THEN STOPS WITH A HAPPY ENDING. BUT IF THE VIEWERS DON’T CLICK THE STOP BUTTON, THE STORY CONTINUES WITH THE GIRL SHARING THE CLIP. THE CYBER BULLY CYCLE STARTS WITH OTHER STUDENTS JOINING THE CYCLE. THE CLIP IMMEDIATELY GOES VIRAL. UNINTENTIONALLY, IT RUINS THE SCHOOL IDOL’S LIFE EVEN AFTER SHE QUITS THAT SCHOOL.
  • THE RESULT :
    THE CAMPAIGN QUICKLY BECAME A HOT TOPIC FOR MEDIA. PEOPLE AND CELEBRITIES WHO’VE EXPERIENCED FIRST-HAND THE CYBER BULLY EFFECTS CAME OUT TO VOICE THEIR SUPPORT FOR THE CAMPAIGN. OVER 3 MILLION PEOPLE PARTICIPATED IN THE CAMPAIGN, MAKING #STOPCYBERBULLYING THE 3RD HIGHEST RANKED TREND ON TWITTER.