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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