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  • 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.
  • AWARD :
    BRANDED CONTENT
  • SUB CATEGORY :
    BEST USE OF NON-FICTION FILM
  • COMPANY ENTERING :
    BBDO SINGAPORE, SINGAPORE
  • ENTRY TITLE :
    RISE
  • BRAND :
    GUINNESS
  • ADVERTISER :
    ASIA PACIFIC BREWERIES SINGAPORE
  • AGENCY :
    BBDO SINGAPORE, SINGAPORE
  • EXECUTIVE CREATIVE DIRECTOR :
    PRIMUS NAIR
  • COPYWRITER :
    MARK IBAVIOSA
  • ART DIRECTOR :
    TAN ZI WEI
  • ACCOUNT DIRECTOR :
    FIONA HUANG/CHARMAINE TAN
  • ACCOUNT MANAGER :
    STEPHANIE CHIAW/ANTONIA TAN
  • ACCOUNT EXECUTIVE :
    DEBORAH MARK
  • STRATEGIC PLANNING DIRECTOR :
    MINDY YAP/KELLY TOGASHI
  • AGENCY PRODUCER :
    ANN MAY CHUA/DEBORAH CHIA
  • FILM PRODUCTION COMPANY :
    THE PROSECUTION FILM COMPANY, SINGAPORE
  • CAMPAIGN SUMMARY :
    THE GLOBAL “MADE OF MORE” CAMPAIGN HAS SERVED AS A PLATFORM FOR TELLING REAL STORIES OF MEN WHO HAVE CARVED THEIR OWN PATHS AND MADE A DIFFERENCE IN SOCIETY. IN THIS FILM, WE WERE ABLE TO TELL A TRUE STORY THAT WAS RELEVANT TO THE SOUTHEAST ASIAN CONTEXT, WHILE STAYING FAITHFUL TO THE SPIRIT OF THE WIDER GUINNESS CAMPAIGN. ULTIMATELY, WHAT STARTED OUT AS A MINI DOCUMENTARY ON A MAN WHO TURNED A SMALL FISHING VILLAGE INTO A WORLD RENOWNED SURF DESTINATION, TURNED INTO A CULTURAL PIECE THAT RESONATED WITH VIEWERS ACROSS THE REGION.
  • THE BRIEF :
    GUINNESS AS A BRAND CELEBRATES MEN WHO ARE MADE OF MORE. MEN WHO OVERCOME THE LIMITATIONS OF DAILY LIFE AND CONTRIBUTE TO A RICHER, MORE FULFILLING WORLD. MEN WHO CARVE THEIR OWN PATHS AND MAKE AN IMPACT ON THOSE AROUND HIM. THE TASK WAS TO MANIFEST THE GLOBAL CAMPAIGN IN A SOUTHEAST ASIAN CONTEXT. TO ARTICULATE THE GLOBAL BRAND PROPOSITION OF “MADE OF MORE” IN A LOCAL SETTING TO DRIVE RELEVANCE. AND ULTIMATELY, TO CONVINCE THE SOUTHEAST ASIAN DRINKER THAT JUST LIKE A GUINNESS, THE PERSON WHO DRINKS IT IS MADE OF MORE.
  • THE STRATEGY :
    RESEARCH SHOWED THAT SOUTHEAST ASIAN MEN RESONATED WITH THE IDEA OF “MODERN MASCULINITY”. THE TYPE OF MASCULINITY THAT MEASURED MEN NOT BY THEIR STRENGTH AND WEALTH, BUT BY THE IMPACT THEY HAVE MADE ON OTHERS. THE STRATEGY WAS TO SHOW HOW GUINNESS AS A BRAND SHARED THE SAME VALUES AS THE MODERN MASCULINE TARGET AUDIENCE, BY CHAMPIONING MEN WHO ARE MADE OF MORE – MEN WHO CARVED THEIR OWN PATHS AND MADE A DIFFERENCE IN THE LIVES OF OTHERS. BEYOND SIMPLY ROLLING OUT GLOBAL ASSETS, THERE WAS AN OPPORTUNITY TO TELL OUR BRAND STORY FROM A SOUTHEAST ASIAN CONTEXT. ONE THAT HAD MORE RELEVANCE TO THE REGION. ONE WHICH PEOPLE COULD MORE EASILY RELATE TO IN THIS PART OF THE WORLD. THE APPROACH WAS TO CREATE A SHORT DOCUMENTARY ON A SOUTHEAST ASIAN MAN WHO EMBODIED THIS MODERN MASCULINITY, THE QUALITY THAT MAKES HIM MORE. THE PIECE WAS TO BE ROLLED OUT IN A PLACE WHERE OUR TARGET WAS USUALLY FOUND – ON SOCIAL MEDIA.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    THE EXECUTION WAS A FILM DOCUMENTING THE STORY OF LUKE LANDRIGAN. BORN IN LA UNION, THE PHILIPPINES, LUKE GREW UP IN A SMALL FISHING VILLAGE. BUT HIS CIRCUMSTANCES DIDN’T STOP HIM PURSUING HIS PASSION – SURFING. HE CONTINUED PRACTICING UNTIL HE WON INTERNATIONAL TOURNAMENTS AND GAINED RECOGNITION FOR PHILIPPINE SURFING. HIS WILLINGNESS TO HELP OTHERS SAW HIM PUT UP A SURF SCHOOL AND INVITE MORE PEOPLE FROM THE BIGGER CITIES TO LEARN THIS RELATIVELY NEW SPORT. BEFORE LONG, A SURF-TOWN WAS BORN, AND WITH IT, VITAL SURF-TOURISM. WITH THE HELP OF LUKE, MORE JOBS AND MORE OPPORTUNITIES OPENED UP FOR PEOPLE IN SAN JUAN, LA UNION. THE FILM WAS LAUNCHED ON THE YOUTUBE AND THE GUINNESS FACEBOOK PAGE. THREE BEHIND-THE-SCENES STORIES SUPPORTED THE CAMPAIGN.
  • THE RESULT :
    AS OF RELEASE, THE CAMPAIGN HAS GATHERED OVER 1.5 MILLION ONLINE VIEWS AND COUNTING. TRADE SITES AND THE PRESS HAVE PICKED UP THE MATERIAL AND GIVEN FAVOURABLE REVIEWS OF THE FILM. AS THE CAMPAIGN IS IN ITS INFANCY, SALES AND BUSINESS OBJECTIVE RESULTS ARE STILL TO BE DETERMINED.
  • URL :
    https://www.youtube.com/watch?v=_Db4MlTy18Q