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  • SUB CATEGORY :
    BEST USE OF PRINT & CONVENTIONAL OUTDOOR
  • COMPANY ENTERING :
    BBDO BANGKOK LTD, BANGKOK
  • ENTRY TITLE :
    THE MISSING LOOK-ALIKE
  • BRAND :
    MISSING PERSON CENTER
  • ADVERTISER :
    THE MIRROR FOUNDATION
  • AGENCY :
    BBDO BANGKOK, BANGKOK
  • CHIEF CREATIVE OFFICER :
    SUTHISAK SUCHARITTANONTA
  • EXECUTIVE CREATIVE DIRECTOR :
    CHALIT MANUYAKORN
  • CREATIVE DIRECTOR :
    SUTHISAK SUCHARITTANONTA
  • COPYWRITER :
    SUTHISAK SUCHARITTANONTA/KUSUMA RUCHAKITYANON/
    CHATCHANIT YENJAI
  • ART DIRECTOR :
    SUTHISAK SUCHARITTANONTA/PAKORN INTHACHA/
    TIABTAWAN LIMJITTRAKORN
  • RETOUCHER :
    VORATHEP ONLAMUL/ANUCHA PINTOKAEW/SINOTHAI SAMSEETHONG
  • CLIENT SERVICE DIRECTOR :
    ARUNEE RUEANGWATTANAPORN/WACHIRA AMPORNPACHRA
  • ACCOUNT MANAGER :
    SUNUNTHANA AUNCHANANUN/LAPASRADA SEVIKUL
  • EDITING :
    WATCHARACHOL PIMOLTHAI
  • AGENCY PRODUCER :
    YATHIP THANITTHANAPHAT/JIRAPAN VASANABUNSONGSERM
  • FILM PRODUCTION COMPANY :
    TRITON PRODUCTIONS, BANGKOK
  • DIRECTOR :
    SIHABUTR XOOMSAI NA AYUDHYA
  • D.O.P/CINEMATOGRAPHER :
    ASSADA SRESHTHAPUTRA
  • EXECUTIVE PRODUCER :
    THACKSAKORN PRADUBPONGSA
  • FILM PRODUCER :
    TANACHPORN RAKHARUTAI
  • OTHER FILM PRODUCTION CREDITS :
    WEERASAK DANKAMOLDEE
  • EDITOR :
    YINGYOS SOMJITTSAKUL
  • COLORIST :
    JUTARAT SRITUNYA
  • OTHER POST-PRODUCTION CREDITS :
    KUNAKORN POMKAEW/PHOOSUDA SANOHDONTREE/
    SIWAT ISSARAPONPONG/JETTANAKORN JANKAEW/MARUT PIKULYAM/
    TAWEESAK KAEWAJULSRI/SUPAPAT MATIWONG
  • SOUND PRODUCTION COMPANY :
    CINE SOUND STUDIO CO., LTD., BANGKOK
  • SOUND DESIGNER :
    NARIN NIROBONWONG
  • PHOTOGRAPHER :
    ASSADA SRESHTHAPUTRA
  • RETOUCHER :
    JUTARAT SRITUNYA
  • THE BRIEF :
    SINCE COMMON PEOPLE ONLY HAVE SHORT TIME TO MEMORIZE THE MISSING PERSONS’ FACES ON POSTERS THEY’RE SEEING ALONG THE ROAD, IT’S QUITE HARD FOR THEM TO MEMORIZE AND REMEMBER, WHICH CAUSES FAILURE IN FINDING MISSING PERSONS. THIS IS THE CHALLENGE BEHIND THIS CAMPAIGN. THEREFORE, WE WOULD LIKE TO CREATE THE MOST EFFECTIVE POSTER EVER THAT MAKES ALL PASSERS-BY TO MEMORIZE FACES OF THE MISSING PERSONS WAY EASIER AS WELL AS TO INSPIRE THEM TO ADOPT THIS METHOD AND USE IT IN THE FUTURE TO HELP BRING THE MISSING PERSONS HOME.
  • THE STRATEGY :
    THE MORE PEOPLE CAN RECALL THE FACES OF MISSING PERSONS IS INCRESING THE CHANCE TO GETS THE CLUE. THE CAMPAIGN WAS FIRST ROLLED OUT ON THE INTERNATIONAL DAY OF THE DISAPPEARED VIA ONLINE, NEWSPAPER AND OUTDOOR MEDIAS EX. DIGITAL BILLBOARD AND BUS SCREEN. WE DESIGNED 8 DIGITAL POSTER UTILIZING 8 THAILAND CELEBRITIES THAT LOOK ALIKE 8 MISSING PERSONS TO CREATE AWARENESS OF THE CAMPAIGN. THE SELECTED CELEBS REPRESENTED DIFFERENT GENDERS AND AGES, ARE WELL-KNOWN AMONG MASS TARGETS. THE CAMPAIGN WAS FIRST ROLLED OUT ON THE INTERNATIONAL DAY OF THE DISAPPEARED VIA ONLINE CHANNELS STARTING FROM FACEBOOK FANPAGE OF THE MIRROR FOUNDATION, INSTAGRAM, TWITTER. IT WILL EXPAND TO NEWSPAPER, OUT OF HOME AND TRANSIT MEDIA IN THE LATER STAGE. WE DESIGNED 8 DIGITAL POSTERS UTILIZING 8 THAILAND CELEBRITIES THAT LOOK ALIKE 8 MISSING PERSONS TO CREATE AWARENESS OF THE CAMPAIGN AND BUZZ ON ONLINE CHANNELS. THE SELECTED CELEBS REPRESENT DIFFERENT GENDERS AND AGES, ARE WELL-KNOWN AMONG MASS TARGETS AND COVER ALL GROUPS OF MISSING PERSONS. TO CREATE ONLINE WORD-OF-MOUTH, WE SEND THE DIGITAL POSTERS TO WELL-KNOWN INFLUENCERS AND PRESS TO HELP SPREAD THE WORD, WHICH HAS RECEIVED A VERY GOOD FEEDBACK OVER A NIGHT
  • THE EXECUTION :
    THE CAMPAIGN WAS FIRST ROLLED OUT ON THE INTERNATIONAL DAY OF THE DISAPPEARED VIA ONLINE CHANNELS STARTING FROM FACEBOOK FANPAGE OF THE MIRROR FOUNDATION, INSTAGRAM, TWITTER. IT WILL EXPAND TO NEWSPAPER, OUT OF HOME AND TRANSIT MEDIA IN THE LATER STAGE. WE DESIGNED 8 DIGITAL POSTERS UTILIZING 8 THAILAND CELEBRITIES THAT LOOK ALIKE 8 MISSING PERSONS TO CREATE AWARENESS OF THE CAMPAIGN AND BUZZ ON ONLINE CHANNELS. THE SELECTED CELEBS REPRESENT DIFFERENT GENDERS AND AGES, ARE WELL-KNOWN AMONG MASS TARGETS AND COVER ALL GROUPS OF MISSING PERSONS. TO CREATE ONLINE WORD-OF-MOUTH, WE SEND THE DIGITAL POSTERS TO WELL-KNOWN INFLUENCERS AND PRESS TO HELP SPREAD THE WORD, WHICH HAS RECEIVED A VERY GOOD FEEDBACK OVER A NIGHT
  • THE RESULT :
    1 MILLION ORGANIC VIEWS IN 30 HRS. BECOMES NO.1 TRENDING HSATAG IN THAILAND ONLY 2 DAYS 300K+ SHARES, 113 MINUTES NEWS COVERAGE GET 91.8+ MILLION BAHT EARNED IN FREE MEDIA 150+ MILLION TOTAL IMPRESSIONS 85% RECALL THE MISSING