1 2
 
 
  • AWARDS :
    LOTUS ROOTS
  • SUB CATEGORY :
    LOTUS ROOTS
  • COMPANY ENTERING :
    OGILVY GROUP THAILAND, BANGKOK
  • ENTRY TITLE :
    CHOR CHANG
  • BRAND :
    WWF
  • ADVERTISER :
    WWF-THAILAND
  • AGENCY :
    OGILVY GROUP THAILAND, BANGKOK
  • MANAGING DIRECTOR :
    PHAWIT CHITRAKORN
  • CHIEF CREATIVE OFFICER :
    NOPADOL SRIKIEATIKAJOHN
  • EXECUTIVE CREATIVE DIRECTOR :
    WISIT LUMSIRICHAROENCHOKE
  • CREATIVE DIRECTOR :
    GUMPON LAKSANAJINDA
  • COPYWRITER :
    PHACHARANATH JAMORNCHUREEKUN/MAUREEN TAN/JUDY CHANG/
    KRIS GARFORD SPINDLER
  • ART DIRECTOR :
    NOPADOL SRIKIEATIKAJOHN/WISIT LUMSIRICHAROENCHOKE/
    GUMPON LAKSANAJINDA/NATKANATE RUENGRUJMETHAKUL
  • ACCOUNT DIRECTOR :
    PUTTACHAD SRINISAKORN
  • ACCOUNT EXECUTIVE :
    PAREENA LAKSITANON
  • DIGITAL PLANNER :
    WARUN SIRIPRACHAI
  • FILM PRODUCTION COMPANY :
    HONOR BANGKOK CO., LTD., BANGKOK
  • DIRECTOR :
    YUTTANA YOOSAWAT
  • FILM PRODUCER :
    WOORAWIT YOOSAWAT
  • CAMPAIGN SUMMARY :
    EACH YEAR AN ESTIMATED 30,000 AFRICAN ELEPHANTS ARE KILLED FOR THEIR IVORY. FOR YEARS, THAILAND’S OPEN ILLEGAL MARKET HAS ALLOWED CRIMINALS TO LAUNDER MASSIVE AMOUNTS OF POACHED IVORY, MAKING THAILAND THE WORLD’S LARGEST UNREGULATED IVORY MARKET. CONSEQUENTLY, THAILAND FACED THE THREAT OF DAMAGING TRADE SANCTIONS UNDER THE CONVENTION ON INTERNATIONAL TRADE IN ENDANGERED SPECIES OF WILD FAUNA AND FLORA (CITES). ELEPHANTS ARE ALSO A THAI NATIONAL SYMBOL. THEY EVEN HAVE A LETTER IN THE THAI ALPHABET, CHOR CHANG. THIS STRONG RELATIONSHIP MEANS THAILAND HAS THE POTENTIAL TO BE A KEY PLAYER IN ENDING THE SLAUGHTER. STRATEGY: TAP INTO THAILAND’S ANCIENT AFFINITY WITH ELEPHANTS BY ILLUSTRATING WHAT AN ENORMOUS LOSS THEY WOULD BE BY “MAKING DISTANT PROBLEMS PERSONAL.” WE’LL GRAB THE COUNTRY’S ATTENTION AND CONDEMN KILLING ELEPHANTS FOR IVORY WITH 1 SIMPLE ACTION IN ORDER TO PRESSURE THE GOVERNMENT TO TAKE SERIOUS ACTION AGAINST THE ILLEGAL IVORY. IDEA: REMOVE THE ‘ELEPHANT LETTER’ TO SAVE THE ELEPHANT’S LIFE. A MASSIVE SOCIAL MEDIA CAMPAIGN WAS. A CALL-FOR-ACTION WAS CREATED: REMOVE THE THAI LETTER IN YOUR NAME THAT REPRESENTS ELEPHANT - 'CHOR CHANG' - TO STAND UP AGAINST THE KILLING OF ELEPHANTS FOR IVORY. RESULTS: OVER 1.2 MILLION THAIS PARTICIPATED WITH GLOBAL REACH WHEN LEONARDO DICAPRIO RETWEETED THE CAMPAIGN TO HIS 13 MILLION FOLLOWERS. WITHIN 3 MONTHS, OVER 7 TONNES OF ILLEGAL IVORY WERE SEIZED IN THE LARGEST HAUL IN HISTORY. THE THAI GOVERNMENT PASSED THE ELEPHANT IVORY ACT, THE FIRST EVER PIECE OF LEGISLATION TO CONTROL THE DOMESTIC IVORY TRADE. THE GOVERNMENT ALSO PROHIBITED THE TRADE AND SALE OF IVORY FROM AFRICAN ELEPHANTS. FOLLOWING WWF’S CAMPAIGN AND ADVOCACY WORK, ALONG WITH GOVERNMENT’S EFFORT TO TACKLE THIS ISSUE, THAILAND FOR THE FIRST TIME DESTROYED 2 TONS OF ITS CONFISCATED IVORY STOCKPILES ON 26TH AUGUST, 2015.
  • THE BRIEF :
    CAMPAIGN CHALLENGE: HOW CAN WE ALERT THE WHOLE COUNTRY TO TAKE NOTICE AND CONDEMN THIS MURDEROUS ACT? CAMPAIGN OBJECTIVE: PRESSURE THE GOVERNMENT TO TAKE ACTION TO STOP THE IVORY TRADE AND SAVE ELEPHANTS FROM EXTINCTION VULNERABLE STATUS OF AFRICAN ELEPHANTS EACH YEAR, AT LEAST 30,000 ELEPHANTS IN AFRICA ARE SLAUGHTERED FOR THEIR TUSKS THEN SMUGGLED AND LAUNDERED INTO THAILAND. THAILAND BECAME ONE OF THE LARGEST IVORY MARKETS THAILAND BECAME THE SECOND LARGEST UNREGULATED IVORY MARKET IN THE WORLD. INSTEAD OF CONSERVING ELEPHANTS AND RESTRAINING THE PUBLIC FROM BUYING IVORY, WE HUNT THEM DOWN FOR PROFIT. THE ILLEGAL MARKET CAME UNDER INTENSE PRESSURE THAILAND CAME UNDER INTENSE GLOBAL PRESSURE TO SHUT DOWN ITS NATIONAL IVORY MARKET, WITH THE THREAT OF DAMAGING INTERNATIONAL TRADE SANCTIONS UNDER THE CONVENTION ON INTERNATIONAL TRADE IN ENDANGERED SPECIES (CITES). IT REQUIRED THE COUNTRY TO ACT UPON THIS SITUATION BY CRAFTING A NATIONAL IVORY ACTION PLAN AND PASSING A HISTORIC ELEPHANT IVORY ACT. A TREASURED RELATIONSHIP BETWEEN ELEPHANTS AND THAIS; SYMBOL OF THAILAND ELEPHANTS HAVE LONG BEEN INTIMATELY LINKED WITH THAI HISTORY AND THE WHITE ELEPHANT IS THE OFFICIAL NATIONAL ANIMAL. THEY WERE USED IN WAR, AS AMBASSADORIAL GIFTS TO STRENGTHEN INTERNATIONAL RELATIONS, AND PLAYED AN IMPORTANT ROLE IN RELIGIOUS AND CULTURAL CEREMONIES. THEY WERE EVEN PICTURED ON THE THAI FLAG UNTIL 1871. PERCEPTION TOWARDS ELEPHANTS; LACKING KNOWLEDGE AND UNAWARE OF THE DANGERS THAIS AREN’T AWARE ABOUT THE UNREGULATED IVORY MARKET AND THEY DON’T KNOW THAT ELEPHANTS ARE BEING SEVERELY THREATENED, NOT ONLY IN THAILAND BUT GLOBALLY. EVEN NEEDING TO MAKE A STAND, THAIS STILL NEED AN EFFORTLESS WAY THAIS ARE NOT THE PEOPLE WHO INITIATE ANY ACT OR STAND UP AGAINST ANY ISSUES. THEY WOULD DO IT, IF ONLY THERE WERE OPINION LEADERS TO CAPTURE THEIR ATTENTION AND THE ACTION MUST BE EFFORTLESS.
  • THE STRATEGY :
    TO TAP INTO THE THAI POPULATION'S ANCIENT AFFINITY WITH THE ELEPHANT BY ILLUSTRATING WHAT AN ENORMOUS LOSS IT WOULD BE TO THAIS IF ELEPHANTS DISAPPEARED BY “MAKING DISTANT PROBLEMS PERSONAL.” OUR STRATEGY IS DRIVEN BY ‘ONE SIMPLE ACT’, AS IT MUST CREATE INVOLVEMENT WITH THAIS AND PROVOKE THE GOVERNMENT TO PASS STRICTER LEGISLATION AND CRACK DOWN ON ILLEGAL IVORY TRADE. THE IDEA WAS TO REMOVE THE ‘ELEPHANT LETTER’ TO SAVE THE ELEPHANT’S LIFE. THIS ACT IS TO LEND A VOICE TO ELEPHANTS THAT ARE FACING EXTINCTION IN ORDER FOR EVERYONE TO BE AWARE AND PROTECT THEM FROM BEING KILLED. THE TASK IS TO SYMBOLICALLY TAKE ‘ELEPHANT’ (CHOR CHANG) ALPHABET OUT OF ALL WORDS BEARING THE LETTER. MANY WORDS THEN COULD NOT BE SPELT AND ARE MEANINGLESS SUCH AS PEOPLE’S NAMES, STREETS, AND PROVINCES.
  • THE EXECUTION :
    WE PLANNED THE CAMPAIGN IN 3 PARTS TO OCCUR SIMULTANEOUSLY IN ORDER TO MAKE THE WHOLE COUNTRY AWARE OF THE RESULTS OF THE VANISHED ALPHABET BY TAKING A SIMPLE ACT ON SOCIAL MEDIA. 1. CHOR CHANG REMOVED FROM SOCIAL. SOCIAL INFLUENCERS REMOVED CHOR CHANG’ FROM THEIR NAMES WITH #ชช้างช่วยช้าง AND #WWFTHAILAND THEN POSTED CONTENT TO THEIR SOCIAL MEDIA. THE ACT SPREAD TO THEIR FRIENDS AND FOLLOWERS, AND OTHERS STARTED TO DO THE SAME. 2. CHOR CHANG REMOVED FROM LEADERS. POLITICAL FIGURES, CELEBRITIES AND ATHLETES REMOVED THE CHOR CHANG FROM THEIR NAMES AND POSTED TO SOCIAL MEDIA. CO-CREATED WITH THAILAND'S MOST WATCH NEWS SHOWS, NATION CHANNEL AND THAIRATH TV, WHO CONTRIBUTED ONE FULL DAY OF THEIR NEWS COVERAGE. 3. CHOR CHANG REMOVED FROM THE PUBLIC. LEVERAGING SOCIAL MEDIA, THE CAMPAIGN RAPIDLY SPREAD ACROSS THE COUNTRY. THE CAMPAIGN ALSO INSPIRED A YOUNG APP DEVELOPER TO VOLUNTEER TO DEVELOP AN APPLICATION THAT COULD REMOVE ALL CHOR CHANG LETTERS AUTOMATICALLY AT WWW.CHORCHANG.ORG AND EXPORT THEM INTO IMAGE FORMAT, HELPING THE TREND TO SPREAD QUICKER.
  • THE RESULT :
    GLOBAL REACH IT BECAME THE TOP TRENDING ISSUE ACROSS THAILAND, WITH 1,265,328 THAIS PARTICIPATING IN THE CAMPAIGN AND RECEIVED OVER 72 MILLION IMPRESSIONS. MOREOVER, LEONARDO DICAPRIO TWEETED HIS SUPPORT THAT REACHED OUT TO PEOPLE AROUND THE WORLD. THE CAMPAIGN ORGANICALLY EARNED MEDIA VALUED AT 11,985,187 USD. LARGEST SEIZURE EVER WITHIN 3 MONTHS, THE GOVERNMENT SEIZED OVER 7 TONS TONNES OF ILLEGAL IVORY, THE LARGEST HAUL IN HISTORY. THIS YEAR ALONE, THE CUSTOMS DEPARTMENT HAS MADE 11 SEIZURES OF ILLEGAL IVORY. ELEPHANT IVORY ACT LEGISLATED THE ELEPHANT IVORY ACT BECAME THE FIRST EVER PIECE OF LEGISLATION TO CONTROL THE DOMESTIC IVORY TRADE, AND REQUIRES OWNERS AND TRADERS TO REGISTER THEIR IVORY, WITH ANY LAWBREAKERS FACING HEAVY PENALTIES AFTER FEBRUARY 2015. MORE THAN 44,000 THAIS REGISTERED OVER 220 TONS TONNES OF ELEPHANT IVORY WITHIN THREE MONTHS OF THE INTRODUCED LEGISLATION. TWO TONS OF CONFISCATED IVORY CRUSHED WITH MOMENTUM GAINED FROM THE CHOR CHANG CAMPAIGN, THE THAI GOVERNMENT PROVED IT IS SERIOUS ABOUT THE SUBJECT BY DESTROYING 2,155KILOGRAMS OF IVORY AFTER A RIGOROUS AUDIT. THE CAMPAIGN PAVED WAY NOT JUST FOR THE ILLEGAL IVORY TRADE ISSUE TO BECOME A NATIONAL AGENDA BUT ALSO OTHER CONSERVATION ISSUES THAT NEEDS THE GOVERNMENT’S ATTENTION.