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  • SUB CATEGORY :
    BEST USE OF FILM & INFOMERCIALS
  • COMPANY ENTERING :
    THE LEO BURNETT GROUP THAILAND, BANGKOK
  • ENTRY TITLE :
    THANK YOU FOR SHARING
  • BRAND :
    DTAC
  • ADVERTISER :
    TOTAL ACCESS COMMUNICATION PUBLIC COMPANY LIMITED
  • AGENCY :
    THE LEO BURNETT GROUP THAILAND, BANGKOK
  • CHIEF CREATIVE OFFICER :
    SOMPAT TRISADIKUN
  • EXECUTIVE CREATIVE DIRECTOR :
    PARUJ DAORAI
  • COPYWRITER :
    THANACHPATH RATANABORVORNSETHI
  • ART DIRECTOR :
    UKRIT KARNSOMWAN/PARUJ DAORAI/SOMPAT TRISADIKUN
  • ACCOUNT MANAGEMENT DIRECTOR :
    SAMIRA THANCHAROENKIT
  • ACCOUNT MANAGER :
    VARITHA SANTINAN
  • PR TEAM :
    PRANG TEPINTRAPIRAK/PHONPHOT SRIPHRACHAN/
    NINASREEN MATHA/NUTTAWADEE BHAMORNSUWARN
  • AGENCY PRODUCER :
    SOMPETCH NUNTASINLAPACHAI
  • FILM PRODUCTION COMPANY :
    HUB HO HIN BANGKOK, BANGKOK
  • DIRECTOR :
    NAWAPOL THAMRONGRATTANARIT
  • D.O.P/CINEMATOGRAPHER :
    NIRAMON ROSS
  • FILM PRODUCER :
    NATTAPON KORNKAEW
  • POST-PRODUCTION COMPANY :
    HUB HO HIN BANGKOK, BANGKOK
  • EDITOR :
    NAWAPOL THAMRONGRATTANARIT/CHONLASIT UPANIGKIT
  • THE BRIEF :
    AS SOCIAL MEDIA BECAME MORE AND MORE INFLUENTIAL TO THAI SOCIETY NOWADAYS, CYBER BULLYING HAS GROWN BIGGER AS A THREAT TO THE COMMUNITY. BUT THE ISSUE HAS NOT YET BEEN DISCUSSED OPENLY AS A SOCIAL ISSUE. WHAT WE NEED IS FOR THAI SOCIETY TO AWARE OF THIS SOCIAL PROBLEM AND TO START SOME ACT TO PREVENT IT FROM WIDE SPREADING AND CAUSE MORE DAMAGES TO MORE VICTIMS. DTAC, A PART OF TELENOR GROUP, WANTED TO MAKE THAI PUBLIC AWARE OF CYBER BULLYING AND CHANGE PEOPLE’S BEHAVIOR TO LIMIT THE NEGATIVE IMPACT OF THE ISSUE.
  • THE STRATEGY :
    FROM A RESEARCH, WE FOUND THAT, FOR THAILAND, PEOPLE BECAME A PART OF MOST OF CYBER BULLYING CASES WITHOUT REALIZING THAT THEY DID. IT’S BECAUSE OF THEIR ‘CURIOSITY’ TO WATCH AND SHARE CONTENTS WITHOUT THINKING OF ITS CONSEQUENCE. SO OUR CAMPAIGN WAS AIMING TO CHANGE BEHAVIOR OF THOSE ‘SPECTATORS’ WHO DON’T REALIZE THAT THEY ARE PART OF CYBER BULLYING CYCLE.
  • THE EXECUTION :
    ON THE GLOBAL CYBER BULLYING DAY, WE ORGANIZED A TALK ON THIS ISSUE. WE, THEN, RELEASED A SHORT FILM THAT EXPERIMENTED ON VIEWER’S CURIOSITY. A HIGH SCHOOL GIRL WHO HAS A CLIP OF HER SCHOOL’S IDOL EATING HER OWN BOOGER, AND WERE ASKED TO SHARE IT. THEN THE STOP BUTTON POPS UP. IF THE VIEWERS CLICK STOP, THE CYBER BULLY CYCLE STOPS HAPPY ENDING. BUT IF THE VIEWERS KEEP WATCHING, THE CYBER BULLY CYCLE STARTS. THE CLIP GOES VIRAL AND RUINS THE IDOL’S LIFE. THEN, WE INVITED PEOPLE TO PLEDGE TO STOP CYBER BULLY BY CHANGING THEIR FACEBOOK PROFILE PICTURES.
  • THE RESULT :
    THE CAMPAIGN QUICKLY BECAME A HOT TOPIC FOR MEDIA. PEOPLE AND CELEBRITIES WHO’VE EXPERIENCED FIRST-HAND THE CYBER BULLY EFFECTS CAME OUT TO VOICE THEIR SUPPORT FOR THE CAMPAIGN. OVER 3 MILLION PEOPLE PARTICIPATED IN THE CAMPAIGN, MAKING #STOPCYBERBULLYING THE 3RD HIGHEST RANKED TREND ON TWITTER.