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  • AWARDS :
    BRANDED CONTENT & ENTERTAINMENT
  • SUB CATEGORY :
    BEST USE OF EXPERIENTIAL
  • COMPANY ENTERING :
    BBDO BANGKOK LTD, BANGKOK
  • ENTRY TITLE :
    THE PAINTED SMILE
  • BRAND :
    OPERATION SMILE
  • ADVERTISER :
    OPERATION SMILE
  • AGENCY :
    BBDO BANGKOK, BANGKOK
  • CHIEF CREATIVE OFFICER :
    SUTHISAK SUCHARITTANONTA
  • EXECUTIVE CREATIVE DIRECTOR :
    SUTHISAK SUCHARITTANONTA/CHALIT MANUYAKORN
  • CREATIVE DIRECTOR :
    SUTHISAK SUCHARITTANONTA/CHALIT MANUYAKORN
  • COPYWRITER :
    SUTHISAK SUCHARITTANONTA/THASORN BOONYANATE/
    KANITKORN SRIMAKORN/PRACHYA WANTHANASIN
  • ART DIRECTOR :
    SUTHISAK SUCHARITTANONTA/TIABTAWAN LIMJITTRAKORN/
    PAKORN INTHACHAI
  • ACCOUNT DIRECTOR :
    TAKSINA VASARUCHAPONG
  • AGENCY PRODUCER :
    JARUDA MUNGKUN
  • FILM PRODUCTION COMPANY :
    FILM FACTORY, BANGKOK
  • DIRECTOR :
    SORASART WISETSIN/APISIT KUMPHEK
  • FILM PRODUCER :
    PRAZIN SIDDHIGU
  • CAMPAIGN SUMMARY :
    BBDO AND PROXIMITY THAILAND WANTED TO DEMONSTRATE HOW POWERFUL AND BEAUTIFUL A SMILE COULD BE ON EACH OF THEIR FACES TO RAISE AWARENESS AND DONATIONS. WITH THE HELP OF PROFESSIONAL MAKE-UP ARTISTS, THEY PAINTED FUN AND PLAYFUL CHARACTERS AROUND THEIR LIPS AND CREATED THE CAMPAIGN "THE PAINTED SMILE" FROM A SMILE THAT NO BODY CARES, THE PAINTED SMILE GAINED HUGE ATTENTION FROM THE PUBLIC. THE PUBLIC AND CELEBRITIES STARTED TO POST PHOTO OF THEMSELVES HIDING THEIR SMILES BEHIND CUTE DOLLS ON INSTAGRAM AND PUT #THEPAINTEDSMILE.
  • THE BRIEF :
    BBDO BANGKOK HAS PARTNERED WITH OPERATION SMILE, A GLOBAL FOUNDATION THAT RAISES MONEY TO PERFORM CLEFT SURGERY ON CHILDREN IN NEED, TO DEMONSTRATE THE POWER AND BEAUTY OF A SMILE, RAISING AWARENESS AND MUCH-NEEDED DONATIONS.
  • THE STRATEGY :
    EVERY CHILD HAS A SMILE, BUT FOR THOSE BORN WITH A CLEFT LIP, THEY THINK THEIR SMILES ARE UGLY. SO THEY NEVER SMILE, AND AS A RESULT, THEY STRUGGLE TO MAKE FRIENDS.
  • THE EXECUTION :
    THE CAMPAIGN LAUNCHED IN MAY 2015 WITH THE WORLD’S FIRST PAINTED-CLEFT PLAY AS PROFESSIONAL MAKE-UP ARTISTS PAINTED FUN AND PLAYFUL CHARACTERS AROUND CHILDREN’S LIPS TO HIGHLIGHT THEIR SMILES. THE PLAY WAS FILMED AND USED AS THE MAIN AWARENESS DRIVER TO RAISE FUNDS FOR THE CHARITY. PRINT AND BILLBOARD FEATURING KEY IMAGES FURTHER SUPPORTED THE FUNDRAISING EFFORTS AROUND BANGKOK.
  • THE RESULT :
    THE PAINTED SMILE CAPTURED THE ATTENTION OF BOTH THE THAI GENERAL PUBLIC AND CELEBRITIES WHO POSTED PHOTOS OF THEMSELVES HIDING THEIR SMILES BEHIND CUTE DOLLS ON INSTAGRAM, USING THE TAG #THEPAINTEDSMILE. THE CAMPAIGN EARNED US $1.6 MILLION IN FREE PR. MOST IMPORTANTLY, IT RAISED ENOUGH MONEY FOR MORE THAN 1,000 CHILDREN IN THAILAND TO RECEIVE CLEFT SURGERY THIS YEAR.