{"code":0,"data":[{"keyword":"LOTUS","content":"LOTUS ROOTS","is_link":false},{"keyword":"CATEGORY","content":"CREATIVE STRATEGY LOTUS","is_link":false},{"keyword":"ENTRANT COMPANY","content":"HAKUHODO FIRST, BANGKOK","is_link":false},{"keyword":"TITLE","content":"KUB DEE DAI DEE -REDEFINING SAFE DRIVING AS ACCUMULATING GOOD KARMA-","is_link":false},{"keyword":"BRAND","content":"TOYOTA MOBILITY FOUNDATION \/ HONDA MOTOR CO., LTD.","is_link":false},{"keyword":"ADVERTISER","content":"TOYOTA MOBILITY FOUNDATION \/ HONDA MOTOR CO., LTD.","is_link":false},{"keyword":"AGENCY","content":"HAKUHODO FIRST, BANGKOK","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"RYOJI SUZUKI\/CHUTIMA WIRIYAMAHAKUL","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"KOJI SUZUKI\/VINCE LEE","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"YUTO NAKAJIMA","is_link":false},{"keyword":"ART DIRECTOR","content":"SARAWUT KUMCHAN\/SUMETH NAOSUK","is_link":false},{"keyword":"COPYWRITER","content":"WATCHARAPONG DANDEE\/TOSHIMI IGA\/YUKIE TAKASU\/TAKUMI YOKOYAMA","is_link":false},{"keyword":"AGENCY PRODUCER","content":"KITTITHORN SAE-LIM","is_link":false},{"keyword":"ILLUSTRATOR","content":"SARAWUT PANHNU","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"NONTAWAT LUPAUTAI ","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"TARAPAK TAYCHAMANOON","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"REIKA KUDO","is_link":false},{"keyword":"STRATEGIC PLANNING DIRECTOR","content":"WAREEMON BENJAPONG","is_link":false},{"keyword":"STRATEGIC PLANNING MANAGER","content":"ADISON THANATHAMPHITHAK","is_link":false},{"keyword":"STRATEGIC PLANNER","content":"PUNYAWEE RUNGWILAICHAROEN","is_link":false},{"keyword":"MEDIA AGENCY","content":"MEDIA INTELLIGENCE GROUP, BANGKOK\/I-DAC (BANGKOK), BANGKOK","is_link":false},{"keyword":"MEDIA PLANNING DIRECTOR","content":"NUTTAPOL THUMRONGLUCK\/CHUNTIMA MAKCHOO","is_link":false},{"keyword":"MEDIA PLANNING MANAGER","content":"METAPORN PORNNARONG\/THAMOLWAN PONGSARAT","is_link":false},{"keyword":"MEDIA PLANNER","content":"NARUPORN PHONGSRI\/RAVIKARN LIMPRASERTSIRI","is_link":false},{"keyword":"PRODUCTION MANAGER","content":"CHANON MAOLA","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"BROTHERS MEDIA CO., LTD., BANGKOK\/HAKUHODO PRODUCT'S INC., TOKYO","is_link":false},{"keyword":"EDITOR","content":"TERUYUKI FUJIOKA","is_link":false},{"keyword":"MOTION GRAPHIC","content":"VEERATAT THANAPAKSOPHON\/ARNUPARP PHANTHAWEKIA","is_link":false},{"keyword":"GRAPHIC DESIGNER","content":"VEERATAT THANAPAKSOPHON\/ARNUPARP PHANTHAWEKIA","is_link":false},{"keyword":"POST PRODUCER","content":"CHANON MAOLA","is_link":false},{"keyword":"PRODUCER","content":"TAKUMI HIGO\/NAO NAKASHIMA","is_link":false},{"keyword":"OTHER POST-PRODUCTION CREDITS","content":"SHIMON KANBE","is_link":false},{"keyword":"SOUND PRODUCTION COMPANY","content":"JN7 STUDIO, BANGKOK","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"Background:\r\n<br>Thailand has the most dangerous roads in Southeast Asia, with 50 lives lost every day. Accidents have become \r\nthe norm, particularly involving young drivers on motorbikes and cars. For decades, road safety communication \r\nin Thailand has relied on \"shock\" campaigns. But these had become background noise, and no one believes in them anymore.\r\n<br>\r\n<br>Insight & Strategy:\r\n<br>How could we make them believe in the need for safe driving? The answer lay in a belief embraced by all Thai people. \"TAM DEE DAI DEE\" (Do Good, and good will return to you) is deeply rooted in Karma—cherished in the Buddhist nation of Thailand for ages. We redefined safe driving as a spiritual act of accumulating good Karma, not a legal obligation.\r\n<br>\r\n<br>Idea:\r\n<br>KUB DEE DAI DEE. We changed only one word of this ancient belief “TAM DEE DAI DEE”, by replacing TAM (Do) with KUB (Drive). To validate this, Toyota Mobility Foundation and Honda—Thailand's No.1 Car and Motorcycle giants—formed \r\na historic alliance to prove this was a national belief and movement above commercial interests.\r\n<br>\r\n<br>Execution:\r\n<br>We collaborated with neo-traditional Thai artist Sarawut Panhnu, reimagining traditional Thai murals into contemporary visuals where safe driving behaviors appeared as heroic, mythological deeds. We started with a joint statement filled with mutual respect from the executives of Toyota Mobility Foundation and Honda, and this new belief was installed across social media and Thailand's most dangerous roads. Chulalongkorn University adopted \r\nthe slogan to protect its students, and The Bangkok Metropolitan Administration officially endorsed the movement.\r\n<br>\r\n<br>Result:\r\n<br>Marking the beginning of a sustainable shift, fatal traffic accidents nationwide dropped by 12.1% in the first month of launch. The campaign delivered over 61M safety teachings, with 89% of young drivers changing their behavior. Brand perception also rose, reaching 91.5% for Toyota and 93.5% for Honda.","is_link":false},{"keyword":"INSIGHT","content":"The Issue: \r\n<br>The most dangerous roads in Southeast Asia. According to the WHO Global Status Report (2023), Thailand has \r\nthe most dangerous roads in Southeast Asia. 50 lives lost everyday. Accidents are the norm particularly involving young drivers on motorbikes and cars.\r\n<br>\r\n<br>The Challenge: \r\n<br>Looking for a motivator stronger than fear. For decades, road safety communication in Thailand has relied on shock campaigns ― gory imagery, tragic statistics, and threats of legal punishment. But it had become background noise, and traffic rules felt restrictive rather than meaningful. How could we make them believe in the needs of safe driving?\r\n<br>\r\n<br>The Insight: \r\n<br>Beyond Insight—The National DNA. We found the answer deep within the spiritual soul of the nation. 95% of Thais are Buddhist, guided not by traffic laws, but by the absolute law of Karma. Deeply ingrained in their psyche is the ancient proverb: \"TAM DEE DAI DEE\" (“Do good, and good will return to you”). This is more than a phrase; it is the country's moral operating system. It dictates that every action determines future fortune. Thais actively seek to \"make merit\" \r\nto ensure prosperity. While legal threats are ignored, the desire to accumulate Good Karma is universal, undeniable, and far more powerful than any police fine.","is_link":false},{"keyword":"STRATEGY","content":"1. Redefining safe driving as accumulating good Karma: \r\n<br>The strategy shifted road safety from enforcement to belief by turning safe driving into an act of accumulating good karma. The strategy was to position safe driving as the easiest, most frequent way a young person could earn good Karma.\r\n<br>\r\n<br>2. A Historic Alliance:\r\n<br>To prove this was a national movement above commercial interests, TOYOTA mobility and HONDA — Thailand's No.1 Car and Motorcycle giants — formed a historic alliance. In a market where these two brands fight for market share, their union signaled that this message was bigger than business — it was a national belief and movement.\r\n<br> \r\n<br>3. Modernizing Tradition:\r\n<br>The strategy also needed to bridge the gap between ancient belief and modern youth culture. A purely traditional religious campaign would feel dated. The visual strategy utilized “Neo-Traditional” art — using the visual language of temples and scripture but stylized for young drivers. This ensured the belief felt authentic to the roots of Karma but relevant to the aesthetics of the modern driver.","is_link":false},{"keyword":"CREATIVITY IDEA","content":"The Idea:\r\n<br>KUB DEE DAI DEE.\r\n<br>To protect the lives of today, we changed only one word of this ancient belief “TAM DEE DAI DEE”, by replacing \r\nTAM (Do) with KUB (Drive).\r\n<br>This new belief “KUB DEE DAI DEE (Drive good, and good will return to you)” reframed safe driving from a legal obligation into a spiritual act of accumulating good Karma.\r\n<br>\r\n<br>Visualizing Karma:\r\n<br>To bring this belief to life, we collaborated with emerging Thai artist Sarawut Panhnu, famous for modernizing traditional Thai painting styles. Together, we reimagined traditional Thai murals into contemporary visuals where safe driving behaviors (stopping at lights, wearing helmets, yielding etc) appeared as heroic, mythological deeds. \r\nThe \"Merit Halo\" is the campaign’s most crafted symbol. Once reserved for sacred figures, it is respectfully applied to everyday people practicing road safety within the visual storytelling. Language and imagery together allowed \r\nan ancient belief to directly shape modern driving culture.","is_link":false},{"keyword":"EXECUTION","content":"1. The Historic Union: \r\n<br>The campaign broke with a joint statement filled with mutual respect from the executives of TOYOTA mobility Foundation and Honda. This unprecedented show of unity stunned the automotive world and grabbed immediate national headlines, establishing the gravity of the KUB DEE DAI DEE.\r\n<br> \r\n<br>2. Installing the Belief: \r\n<br>We rolled out Sarawut Panhnu’s “Neo-Traditional” artwork across social media and Thailand's most dangerous roads. These weren't standard safety posters; they looked like modern religious murals, turning roads into places of worship where drivers could “accumulating good Karma” by an act of safe driving. \r\n<br>\r\n<br>3. Institutional Adoption: \r\n<br>We moved beyond brands to nationwide movement and commitment. Chulalongkorn University (Thailand’s leading educational institution) adopted the slogan to protect its students. The Bangkok Metropolitan Administration officially endorsed the movement.","is_link":false},{"keyword":"RESULT","content":"・Brand Impact:\r\n<br>This unprecedented collaboration proved that social commitment drives brand equity. Both rivals achieved exceptional brand lift, with positive image scores reaching 91.5% for Toyota and 93.5% for Honda.\r\n<br>\r\n<br>・Real-World Impact:\r\n<br>We achieved a critical breakthrough in a market with the highest road death rate in ASEAN. In just the first month of launch, fatal traffic accidents nationwide dropped by 12.1% compared to the previous year (Source: Thai Road Safety Center).\r\n<br>\r\n<br>・Behavioral Change:\r\n<br>We converted awareness into action. Post-campaign data revealed that 89.0% of young drivers changed their driving behavior after receiving our teachings.\r\n<br>\r\n<br>・Reach:\r\n<br>The campaign successfully delivered over 60 million Safety Teachings to drivers across the nation.\r\n<br>\r\n<br>An ancient belief is now a modern driving culture, saving lives across Thailand.\r\n<br>While infrastructure and laws remain constant, this movement proved that belief is the most powerful safety feature of all.","is_link":false},{"keyword":"CULTURAL CONTEXT EXPLANATION","content":"Thailand’s road crisis persists because laws are just rules, but \"Karma\" is sacred. We tapped into the spiritual DNA of the 95% Buddhist population: the ancient proverb \"Tam Dee Dai Dee\" (Do good, and good will return to you). \r\nWe linguistically evolved this to \"Kub Dee Dai Dee\" (Drive Good, Get Good), redefining safe driving as acts of accumulating good Karma.\r\n<br> \r\n<br>Adapting tradition is delicate. However, as the de facto national car brands that have mobilized the kingdom for decades, Toyota and Honda held the earned authority to legitimize this bold shift. Their historic alliance gave \r\n\"Kub Dee Dai Dee\" the weight of a national belief, ensuring it was received with reverence, not rejection.\r\n<br> \r\n<br>To make this spiritual shift visible, we revived the Temple Mural art form—a visual language deeply engraved in \r\nthe Thai heart. Collaborating with neo-traditional Thai artist Sarawut Panhnu, we transformed traffic signs into \r\nNeo-Traditional art and applied the \"Merit Halo,\" a symbol reserved for deities, to everyday drivers.\r\n<br> \r\n<br>This work is culturally relevant because it harmonizes two foundational systems of influence: the linguistic power of ancient proverbs and the visual authority of Murals. We turned the road into a permanent, meaningful, and unmistakably Thai spiritual canvas.","is_link":false},{"keyword":"URL","content":"https:\/\/kubdeedaidee.com\/","is_link":true}],"files2":[{"name":"LRCS_001.mp4","type":"mp4"},{"name":"LRCS_001_DI01L.jpg","type":"jpg"}],"count":2}