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  • SUB CATEGORY :
    BEST USE OF TALENT
  • COMPANY ENTERING :
    BBDO BANGKOK LTD, BANGKOK
  • ENTRY TITLE :
    THE MISSING LOOK-ALIKE
  • BRAND :
    MISSING PERSON CENTER
  • ADVERTISER :
    THE MIRROR FOUNDATION
  • AGENCY :
    BBDO BANGKOK, BANGKOK
  • CHIEF CREATIVE OFFICER :
    SUTHISAK SUCHARITTANONTA
  • EXECUTIVE CREATIVE DIRECTOR :
    SUTHISAK SUCHARITTANONTA/CHALIT MANUYAKORN
  • CREATIVE DIRECTOR :
    SUTHISAK SUCHARITTANONTA
  • COPYWRITER :
    SUTHISAK SUCHARITTANONTA/KUSUMA RUCHAKITYANON/
    CHATCHANIT YENJAI
  • ART DIRECTOR :
    SUTHISAK SUCHARITTANONTA/PAKORN INTHACHA/
    TIABTAWAN LIMJITTRAKORN
  • COMPUTER ARTIST :
    NUTTAVUT KORPORNSRISANGA
  • RETOUCHER :
    VORATHEP ONLAMUL/ANUCHA PINTOKAEW/SINOTHAI SAMSEETHONG
  • CLIENT SERVICE DIRECTOR :
    ARUNEE RUEANGWATTANAPORN/WACHIRA AMPORNPACHRA
  • ACCOUNT MANAGER :
    SUNUNTHANA AUNCHANANUN/LAPASRADA SEVIKUL
  • EDITING :
    WATCHARACHOL PIMOLTHAI
  • AGENCY PRODUCER :
    YATHIP THANITTHANAPHAT/JIRAPAN VASANABUNSONGSERM
  • FILM PRODUCTION COMPANY :
    TRITON PRODUCTIONS, BANGKOK
  • DIRECTOR :
    SIHABUTR XOOMSAI NA AYUDHYA
  • D.O.P/CINEMATOGRAPHER :
    ASSADA SRESHTHAPUTRA
  • EXECUTIVE PRODUCER :
    THACKSAKORN PRADUBPONGSA
  • FILM PRODUCER :
    TANACHPORN RAKHARUTAI
  • OTHER FILM PRODUCTION CREDITS :
    WEERASAK DANKAMOLDEE
  • EDITOR :
    YINGYOS SOMJITTSAKUL
  • COLORIST :
    JUTARAT SRITUNYA
  • OTHER POST-PRODUCTION CREDITS :
    KUNAKORN POMKAEW/PHOOSUDA SANOHDONTREE/
    SIWAT ISSARAPONPONG/JETTANAKORN JANKAEW/MARUT PIKULYAM/
    TAWEESAK KAEWAJULSRI/SUPAPAT MATIWONG
  • SOUND PRODUCTION COMPANY :
    CINE SOUND STUDIO CO., LTD., BANGKOK
  • SOUND DESIGNER :
    NARIN NIROBONWONG
  • PHOTOGRAPHER :
    ASSADA SRESHTHAPUTRA
  • RETOUCHER :
    JUTARAT SRITUNYA
  • CAMPAIGN SUMMARY :
    THE ONLY HOPE TO FIND MISSING PERSONS IS THROUGH POSTERS BUT HOW MANY OF THEIR FACES CAN ACTUALLY BE MEMORIZED? NONE. BUT THAT’S OKAY BECAUSE THIS TIME, WE’RE SEARCHING FOR THEM WITHIN YOUR BRAIN. ACCORDING TO SCIENTIFIC EVIDENCE, HUMAN BRAIN’S FRONTAL LOPE MEMORIZES BEST FROM THINGS THAT WE’RE FAMILIAR WITH SO WE SHOW A NEW WAY TO MAKE EVERYONE REMIND THE MISSING EASIER. BY ENCOURAGING EVERYONE TO RECOGNIZE THE MISSING WITH SOMEONE’S LOOK, THE CAMPAIGN STARTS WITH 8 CELEBRITIES WHO LOOK ALIKE THE MISSING. HELP US SHARE THE POSTERS TO FIND THE MISSING PERSONS FROM FACES THAT YOU’RE FAMILIAR WITH.
  • THE BRIEF :
    SINCE COMMON PEOPLE ONLY HAVE SHORT TIME TO MEMORIZE THE MISSING PERSONS’ FACES ON POSTERS THEY’RE SEEING ALONG THE ROAD, IT’S QUITE HARD FOR THEM TO MEMORIZE AND REMEMBER, WHICH CAUSES FAILURE IN FINDING MISSING PERSONS. THIS IS THE CHALLENGE BEHIND THIS CAMPAIGN. THEREFORE, WE WOULD LIKE TO CREATE THE MOST EFFECTIVE POSTER EVER THAT MAKES ALL PASSERS-BY TO MEMORIZE FACES OF THE MISSING PERSONS WAY EASIER AS WELL AS TO INSPIRE THEM TO ADOPT THIS METHOD AND USE IT IN THE FUTURE TO HELP BRING THE MISSING PERSONS HOME.
  • THE STRATEGY :
    THE MORE PEOPLE CAN RECALL THE FACES OF MISSING PERSONS IS INCRESING THE CHANCE TO GETS THE CLUE. THE CAMPAIGN WAS FIRST ROLLED OUT ON THE INTERNATIONAL DAY OF THE DISAPPEARED VIA ONLINE, NEWSPAPER AND OUTDOOR MEDIAS EX. DIGITAL BILLBOARD AND BUS SCREEN. WE DESIGNED 8 DIGITAL POSTER UTILIZING 8 THAILAND CELEBRITIES THAT LOOK ALIKE 8 MISSING PERSONS TO CREATE AWARENESS OF THE CAMPAIGN. THE SELECTED CELEBS REPRESENTED DIFFERENT GENDERS AND AGES, ARE WELL-KNOWN AMONG MASS TARGETS. THE CAMPAIGN WAS FIRST ROLLED OUT ON THE INTERNATIONAL DAY OF THE DISAPPEARED VIA ONLINE CHANNELS STARTING FROM FACEBOOK FANPAGE OF THE MIRROR FOUNDATION, INSTAGRAM, TWITTER. IT WILL EXPAND TO NEWSPAPER, OUT OF HOME AND TRANSIT MEDIA IN THE LATER STAGE. WE DESIGNED 8 DIGITAL POSTERS UTILIZING 8 THAILAND CELEBRITIES THAT LOOK ALIKE 8 MISSING PERSONS TO CREATE AWARENESS OF THE CAMPAIGN AND BUZZ ON ONLINE CHANNELS. THE SELECTED CELEBS REPRESENT DIFFERENT GENDERS AND AGES, ARE WELL-KNOWN AMONG MASS TARGETS AND COVER ALL GROUPS OF MISSING PERSONS. TO CREATE ONLINE WORD-OF-MOUTH, WE SEND THE DIGITAL POSTERS TO WELL-KNOWN INFLUENCERS AND PRESS TO HELP SPREAD THE WORD, WHICH HAS RECEIVED A VERY GOOD FEEDBACK OVER A NIGHT
  • THE EXECUTION :
    THE CAMPAIGN WAS FIRST ROLLED OUT ON THE INTERNATIONAL DAY OF THE DISAPPEARED VIA ONLINE CHANNELS STARTING FROM FACEBOOK FANPAGE OF THE MIRROR FOUNDATION, INSTAGRAM, TWITTER. IT WILL EXPAND TO NEWSPAPER, OUT OF HOME AND TRANSIT MEDIA IN THE LATER STAGE. WE DESIGNED 8 DIGITAL POSTERS UTILIZING 8 THAILAND CELEBRITIES THAT LOOK ALIKE 8 MISSING PERSONS TO CREATE AWARENESS OF THE CAMPAIGN AND BUZZ ON ONLINE CHANNELS. THE SELECTED CELEBS REPRESENT DIFFERENT GENDERS AND AGES, ARE WELL-KNOWN AMONG MASS TARGETS AND COVER ALL GROUPS OF MISSING PERSONS. TO CREATE ONLINE WORD-OF-MOUTH, WE SEND THE DIGITAL POSTERS TO WELL-KNOWN INFLUENCERS AND PRESS TO HELP SPREAD THE WORD, WHICH HAS RECEIVED A VERY GOOD FEEDBACK OVER A NIGHT
  • THE RESULT :
    MORE THAN 1 MILLION ORGANIC VIEWS IN 30 HRS. / BECOMES NO.1 TRENDING HASHTAG IN THAILAND TWITTER / ONLY 2 DAYS 300K+ SHARES, 113 MINUTES NEWS COVERAGE / GET 91.8+ MILLION BAHT EARNED IN FREE MEDIA / 150+ MILLION TOTAL IMPRESSIONS / 85% RECALL THE MISSING / MANY CELEBRITIES CONTACT DIRECTLY TO THE AGENCY FOR JOIN THIS CAMPAIGN FOR FREE
  • AWARD :
    BRANDED CONTENT
  • SUB CATEGORY :
    BEST USE OF INTERACTIVE & SOCIAL MEDIA
  • COMPANY ENTERING :
    CHEIL WORLDWIDE, SEOUL
  • ENTRY TITLE :
    STOP DOWNLOADKILL
  • BRAND :
    BUSAN METROPOLITAN POLICE AGENCY
  • ADVERTISER :
    BUSAN METROPOLITAN POLICE AGENCY
  • AGENCY :
    CHEIL WORLDWIDE, SEOUL
  • CHIEF CREATIVE OFFICER :
    JEONGKEUN YOO
  • COPYWRITER :
    SEUNGREE KANG
  • ART DIRECTOR :
    HYUNGKYUN OH/SEONGPHIL HWANG
  • ACCOUNT DIRECTOR :
    WEONIL LEE
  • ACCOUNT EXECUTIVE :
    HYUNGWOON KIM/SEUNGJUN NA
  • MARKETING COMMUNICATION MANAGER :
    DONGHAN KIM/ANNIE LIM/DAEWON MIN
  • FILM PRODUCTION COMPANY :
    JUNPASANG PRODUCTION, SEOUL
  • DIRECTOR :
    HYUNKUK KWAK (URANIUM238)
  • ASSISTANT DIRECTOR :
    HAKYOUNG YIM (URANIUM238)
  • CINEMATOGRAPHER :
    MYUNGJUN KIM
  • GAFFER :
    EUNKI LEE
  • EXECUTIVE PRODUCER :
    KYOUNGHYUN KIM
  • FILM PRODUCER :
    HYUNGJU PARK
  • PRODUCTION DESIGNER :
    SEUNGHYUN JO
  • MODEL AGENCY :
    HYEWON HA (RUE N RAN)
  • TRANSLATOR :
    HYOEUN JEON
  • POST-PRODUCTION COMPANY :
    FATBOY, SEOUL
  • EDITOR :
    JUNYOUNG YANG
  • FLAME ARTIST :
    WONWOO CHOI/TAEHEE PARK
  • SOUND PRODUCTION COMPANY :
    KISS FM, SEOUL
  • SOUND DESIGNER :
    SUNGLAE HONG
  • SOUND STUDIO PRODUCER :
    JAWAN KOO
  • PRINT PRODUCTION COMPANY :
    BOUNCE CREATIVE, SEOUL
  • PHOTOGRAPHER :
    JIWON CHOI (JW PICTURES)
  • RETOUCHER :
    JEAKYUN KIM
  • DESIGNER :
    SUNGJIN LEE/TAEYUL KO/SANGUK NA
  • PRINT PRODUCER :
    WANMO KOO
  • CAMPAIGN SUMMARY :
    IN SOUTH KOREA, HIDDEN CAMERA SEX CRIMES HAVE INCREASED BY 540% IN THE LAST 8 YEARS. SECRETLY FILMED VIDEOS SHOWING NUDE BODY PARTS OF WOMEN, OR WOMEN ENGAGING IN SEXUAL ACTS ARE CIRCULATED ONLINE EVERY DAY. THESE VICTIMS ENDURE GREAT SUFFERING, SOME OF THEM EVEN RESORTING TO SUICIDE. BUT IN SOUTH KOREA, THE LAW ONLY PENALIZES THOSE FILMING THE VIDEOS, NOT THE ONES WATCHING THEM. SO THOSE WHO WATCH THE VOYEUR VIDEOS DO SO WITHOUT GUILT. WAS THERE NO WAY TO SAVE THE WOMEN WHO WERE EXPOSED AND SUFFERING? THE POLICE MADE FAKE VOYEUR VIDEOS AND CIRCULATED THEM ONLINE. IN THE END, THE WOMAN IN THE VIDEO SUDDENLY TURNS INTO A GHOST-LIKE CHARACTER, SCARING THE VIEWER. THE POLICE WENT UNDERCOVER AND UPLOADED VARIOUS FAKE VOYEUR VIDEOS ONTO 23 FILESHARING SITES – 170 VIDEOS PER DAY, 3,500 VIDEOS IN TOTAL. DURING THOSE 2 MONTHS, 51,399 PEEPING TOMS DOWNLOADED THE FAKE VIDEOS. THE FEAR OF THE POLICE WATCHING CURBED DOWNLOADS, AND THE CIRCULATION OF ILLEGAL VOYEUR VIDEOS DECREASED BY UP TO 21%. THE CAMPAIGN WAS FEATURED IN ALL MAJOR NEWS CHANNELS NATIONWIDE AND IN OVER 100 MEDIA CHANNELS GLOBALLY. THROUGH THESE VARIOUS MEDIA OUTLETS, IT REACHED OVER 5 MILLION PEOPLE. THIS CAMPAIGN SPREAD SOCIAL AWARENESS OF THE FACT THAT WATCHING THESE VOYEUR VIDEOS WAS HARMING THE FEMALE VICTIMS BY PUSHING THEM TO SUICIDE. A RULING PARTY LAWMAKER AS WELL AS THE SOUTH KOREAN GOVERNMENT ON THEIR OFFICIAL BLOG ALSO EXPRESSED THEIR SUPPORT OF THE CAMPAIGN. THE STOP DOWNLOADKILL CAMPAIGN TOOK PLACE FROM OCT.17 TO DEC.17, 2017, AND IN NOVEMBER 2017, A BILL TO STRENGTHEN PUNISHMENT FOR VOYEUR CRIMES WAS PROPOSED IN THE NATIONAL ASSEMBLY. *ALL DATA IN THE ENTRY FORM ARE OFFICIAL POLICE DATA
  • THE BRIEF :
    RIGHT NOW, THE MOST DANGEROUS VIDEO CONTENT IN SOUTH KOREA IS ILLEGALLY HIDDEN CAMERA VIDEOS. HIDDEN CAMERA SEX CRIMES HAVE INCREASED BY 540% IN THE LAST 8 YEARS. SECRETLY FILMED VIDEOS SHOWING NUDE BODY PARTS OF WOMEN, OR WOMEN ENGAGING IN SEXUAL ACTS ARE CIRCULATED ONLINE EVERY DAY. THESE VICTIMS ENDURE GREAT SUFFERING, SOME OF THEM EVEN RESORTING TO SUICIDE. IN OTHER WORDS, THE VIDEOS ARE EVEN LEADING TO PEOPLE TAKING THEIR OWN LIVES. BUT THE SOUTH KOREAN LAW ONLY PENALIZES THOSE FILMING THE VIDEOS, NOT THE ONES WATCHING THEM. SO THOSE WHO WATCH THE VOYEUR VIDEOS DO SO WITHOUT GUILT. WAS THERE NO WAY TO SAVE THE WOMEN WHO WERE EXPOSED AND SUFFERING?
  • THE STRATEGY :
    THE POLICE USED FAKE HIDDEN CAMERA VIDEOS TO REDUCE THE CIRCULATION OF REAL ONES. THE FAKE VIDEOS SHOW WOMEN IN DIFFERENT PLACES, SUCH AS THE SUBWAY, MOTEL, BATHROOM STALL, FITTING ROOM, ETC., WHO, AT THE END OF THE VIDEO, SUDDENLY CHANGE INTO A GHOST-LIKE CHARACTER, SCARING THE VIEWER. GOING UNDERCOVER, THE POLICE ENTERED THE ‘ONLINE BLACK MARKET' WHERE THE VOYEUR VIDEOS WERE UPLOADED AND SOLD. THEY UPLOADED VARIOUS FAKE VOYEUR VIDEOS ONTO 23 FILE-SHARING SITES – 170 VIDEOS PER DAY, 3,500 VIDEOS IN TOTAL. 51,399 PEEPING TOMS ENDED UP DOWNLOADING THE FAKE VIDEOS. AND THEY BECAME ANXIOUS FROM THE THOUGHT OF THE POLICE TRACKING THEIR ACTIONS. AS A RESULT OF THE CAMPAIGN, THE DISTRIBUTION OF VOYEUR VIDEOS DECREASED BY UP TO 21%.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    THE POLICE CREATED FAKE HIDDEN CAMERA PORN VIDEOS THAT WERE SIMILAR TO THE ILLEGAL ONES BEING CIRCULATED ONLINE. THE FAKE VIDEOS SHOW WOMEN IN DIFFERENT PLACES, SUCH AS THE SUBWAY, MOTEL, BATHROOM STALL, FITTING ROOM, ETC., WHO, AT THE END OF THE VIDEO, SUDDENLY CHANGE INTO A GHOST-LIKE CHARACTER, SCARING THE VIEWER. TO DIRECTLY DEAL WITH PEOPLE DOWNLOADING ILLEGAL VOYEUR VIDEOS, THE POLICE CYBERCRIME UNIT WENT UNDERCOVER AND ENTERED THE ‘ONLINE BLACK MARKET' OF SUCH VIDEOS. USING DOZENS OF DIFFERENT IDS AND IP ADDRESSES TO FOOL DOWNLOADERS, THEY UPLOADED THE FAKE VIDEOS. FROM OCT.17 TO DEC.17, 2017, A TOTAL OF 3,500 FAKE VOYEUR VIDEOS WERE UPLOADED ONTO 23 FILE-SHARING SITES.51,399 PEEPING TOMS ENDED UP DOWNLOADING THE FAKE VIDEOS. AND THEY BECAME ANXIOUS FROM THE THOUGHT OF THE POLICE TRACKING THEIR ACTIONS.
  • THE RESULT :
    FOR 2 MONTHS, 51,399 PEEPING TOMS DOWNLOADED THE FAKE VIDEOS. THE FEAR OF THE POLICE WATCHING CURBED DOWNLOADS, AND THE CIRCULATION OF ILLEGAL VOYEUR VIDEOS DECREASED BY UP TO 21%. IN OTHER WORDS, THE NUMBER OF VOYEUR VIDEOS OF FEMALE VICTIMS WAS REDUCED BY 21%. THE CAMPAIGN WAS FEATURED IN ALL MAJOR NEWS CHANNELS NATIONWIDE AND IN OVER 100 MEDIA CHANNELS GLOBALLY. THROUGH THESE VARIOUS MEDIA OUTLETS, IT REACHED OVER 5 MILLION PEOPLE. FURTHERMORE, IT INITIATED A DISCUSSION ABOUT PENALIZING THOSE WHO VIEWED THE VOYEUR VIDEOS. A RULING PARTY LAWMAKER AS WELL AS THE SOUTH KOREAN GOVERNMENT ON THEIR OFFICIAL BLOG ALSO EXPRESSED THEIR SUPPORT OF THE CAMPAIGN. THE CAMPAIGN TOOK PLACE FROM OCT.17 TO DEC.17, 2017, AND IN NOVEMBER 2017, A BILL TO STRENGTHEN PUNISHMENT FOR VOYEUR CRIMES WAS PROPOSED IN THE NATIONAL ASSEMBLY. EVEN NOW, NGOS ADVOCATING FOR WOMEN’S RIGHTS ARE PARTAKING IN THE CAMPAIGN BY UPLOADING THE POLICE’S FAKE VIDEOS THEMSELVES. “MUST SEE VIDEO” BBC “A FAKE PORN VIDEO HORRIFYING PERVERTS” 9 NEWS “ORIGINAL IDEA AGAINST HIDDEN CAMERA" LE MONDE
  • URL :
    https://www.youtube.com/watch?v=FJhjQCaQOKI