• SUB CATEGORY :
    PRODUCT DESIGN: INNOVATIVE & SUSTAINABLE DESIGN
  • COMPANY ENTERING :
    BBDO BANGKOK LTD, BANGKOK
  • ENTRY TITLE :
    THE LONG-LASTING UNIFORM
  • BRAND :
    HYGIENE
  • ADVERTISER :
    I.P. TRADING LTD.
  • AGENCY :
    BBDO BANGKOK, BANGKOK
  • CHIEF EXECUTIVE OFFICER :
    SOMKIAT LARPTANUNCHAIWONG
  • CHIEF CREATIVE OFFICER :
    SUTHISAK SUCHARITTANONTA
  • DEPUTY CHIEF CREATIVE OFFICER :
    ANUWAT NITIPANONT
  • EXECUTIVE CREATIVE DIRECTOR :
    CHALIT MANUYAKORN
  • CREATIVE DIRECTOR :
    SUTHISAK SUCHARITTANONTA/KARNCITAR NISAMANEEWONG
  • COPYWRITER :
    SUTHISAK SUCHARITTANONTA/NATRENAPA SUWANNATRE
  • ART DIRECTOR :
    SUTHISAK SUCHARITTANONTA/NATTHAPONG SRIPRASART
  • DESIGNER :
    AMPIKA KASIWITHAYANUN/NERANCHALA KLINHOM
  • CLIENT SERVICE DIRECTOR :
    SUREEPORN KULCHOTEHIRUN
  • ACCOUNT DIRECTOR :
    PORNCHARU MAHASAMITI
  • ACCOUNT MANAGER :
    MIRA KOMOLWANICH
  • STRATEGIC PLANNING DIRECTOR :
    NATTAKARN WATTANAMONGKOLSIL
  • STRATEGIC PLANNER :
    KWANKAOW KOOSAKULNIRUND
  • AGENCY PRODUCER :
    YADA BUACHAN
  • FILM PRODUCTION COMPANY :
    BOB EYE VIEW, BANGKOK
  • DIRECTOR :
    NAVARATANA DONKORT
  • D.O.P/CINEMATOGRAPHER :
    NAVARATANA DONKORT
  • FILM PRODUCER :
    APIWAT PORNPAKDEE/SEREE OSMAND
  • GRAPHIC HOUSE :
    KZY (THAILAND) CO., LTD.
  • DESIGNER :
    AMPIKA KASIWITHAYANUN/NERANCHALA KLINHOM
  • EDITOR :
    CHUTCHAI THUKOH
  • BACKGROUND OVERVIEW :
    ONE OF THE MOST CLASSIC PROBLEMS FOR POOR OR UNDERPRIVILEGED FAMILIES IN THAILAND IS THAT SCHOOL UNIFORMS POSE A SUBSTANTIAL FINANCIAL BURDEN, AND THIS BURDEN INCREASES AS THE CHILDREN ENTER PRIMARY SCHOOL. AT THIS AGE, THEY OUTGROW THEIR CLOTHING VERY QUICKLY AND THEIR UNIFORMS CAN FIT ONLY 1 YEAR. HYGIENE,
    A BRAND THAT DELIVERS COMPLETE FABRIC CARE, WANTS TO PROVE THAT ANY CLOTHES CAN LAST LONGER. SO WE CREATED “THE LONG-LASTING UNIFORM”,THE SCHOOL UNIFORM THAT CAN BE EXPANDED ACCORDING TO THE AVERAGE KID’S BODY GROWTH RATE TO INCREASE ITS WEARABILITY AS THE SCHOOL CHILDREN GROW AND, WHEN CARED FOR WITH HYGIENE, IT CAN LAST EVEN LONGER. USING INNOVATIVE DESIGN,
    THE LONG-LASTING UNIFORM ENABLES CERTAIN PORTIONS OF CLOTHING INSIDE THE SHIRT AND PANTS TO BE HIDDEN AND EXPANDED AT A LATER TIME, INCREASING THE GARMENT IN SIZE FROM SIZE S TO SIZE M TO SIZE L AS THE CHILD, EITHER BOY OR GIRL, GROWS. YOU CAN OPEN THE SEAMS WHENEVER YOU WANT MAKING IT LAST LONGER. WE GAVE AWAY 800
    LONG-LASTING UNIFORMS TO CHILDREN IN NEED ACROSS THAILAND. REDUCING THE AMOUNT THEY SPEND ON SCHOOL UNIFORMS BY 50%.
  • SUB CATEGORY :
    CASTING
  • COMPANY ENTERING :
    MCCANN WORLDGROUP THAILAND, BANGKOK
  • ENTRY TITLE :
    CAPTURE
  • BRAND :
    SURE
  • ADVERTISER :
    VERENA INTERNATIONAL CO., LTD.
  • AGENCY :
    MCCANN WORLDGROUP THAILAND, BANGKOK
  • EXECUTIVE CREATIVE DIRECTOR :
    WICHIAN THONGSUKSIRI
  • CREATIVE DIRECTOR :
    SURAMANAS JUNTIMA
  • COPYWRITER :
    WICHIAN THONGSUKSIRI
  • ART DIRECTOR :
    SURAMANAS JUNTIMA/NATTHAWUT CHUKLUNTHONG
  • BUSINESS DIRECTOR :
    JIRAPA BIRASIRIWATANA
  • ACCOUNT DIRECTOR :
    RASRIN AKKARANUNKORRANICH
  • STRATEGIC CONSULTANT :
    YUPIN MUNTZING
  • AGENCY PRODUCER :
    SIRIWAN BAMRUNGPHOL
  • FILM PRODUCTION COMPANY :
    PHENOMENA CO., LTD., BANGKOK
  • DIRECTOR :
    THANONCHAI SORNSRIWICHAI
  • FILM PRODUCER :
    PANIDA NGAMSOMPONG
  • POST-PRODUCTION COMPANY :
    EDITTIDE CO., LTD., BANGKOK
  • SPECIAL EFFECTS COMPANY :
    EDITTIDE CO., LTD., BANGKOK
  • SOUND PRODUCTION COMPANY :
    CINE DIGITAL SOUND STUDIO CO., LTD., BANGKOK
  • ENGLISH SYNOPSIS :
    TO BREAK THROUGH THE CLUTTER OF GENERIC WEIGHT LOSS DEMONSTRATIONS AND CLAIMS IN THE MARKET, VERENA TURNS THE STRAIGHTFORWARD PROPOSITION OF AN INGESTIBLE FAT BINDING SUPPLEMENT INTO A VERY LITERAL YET UNEXPECTED DEMONSTRATION OF EFFICACY THAT ‘CAPTURES THE FAT’. THE IDEA IS BROUGHT TO LIFE THROUGH A NARRATIVE THAT COMPARES THE WORKING OF THE SUPPLEMENT TO THAT OF A VIGILANT HIGHWAY POLICEMAN. THE ‘INSIDE’ STORY UNFOLDS THROUGH A SERIES OF ENTERTAINING WORD PLAY AND DRAMATIZATIONS FROM THE MOMENT SURE SUPPLEMENT IS INGESTED BY LOCAL CELEBRITY WOONSEN, IN WHICH ALL FAT PASSING THROUGH HER MOUTH IS CAPTURED AND UNABLE TO PASS THROUGH TO ANY OTHER PART OF HER BODY.
  • ENGLISH CONTEXT EXPLANATION :
    UNOFFICIAL POLICE-CHECKPOINTS ARE COMMON ACROSS THAILAND. THE UNIQUE INSISTENCE OF THAI POLICE ON BEING OVERLY INQUISITIVE AND NIT-PICKY WHEN QUESTIONING DRIVERS IS SEEN AS A RUNNING JOKE AMONGST THAIS. THUS, WE USED THIS CULTURALLY-UNIQUE AND FUSSY BEHAVIOR OF THAI POLICEMAN TO ILLUSTRATE THE PRODUCT’S CAPACITY TO BLOCK OIL AND FAT TO THE BODY. ENTERTAINMENT VALUE IS ENHANCED WITH WORD PLAY, A UNIQUE PAST TIME THAT THAI’S ENJOY AS PART OF EVERYDAY CONVERSATIONS.