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  • SUB CATEGORY :
    BEST USE OF DIRECT AMBIENT: LARGE SCALE
  • COMPANY ENTERING :
    CJ WORX, BANGKOK
  • ENTRY TITLE :
    THE UNUSUAL FOOTBALL FIELD
  • BRAND :
    AP (THAILAND) PUBLIC COMPANY LIMITED
  • ADVERTISER :
    AP (THAILAND) PUBLIC COMPANY LIMITED
  • AGENCY :
    CJ WORX, BANGKOK
  • CHIEF CREATIVE OFFICER :
    SAHARATH SAWADATIKOM
  • EXECUTIVE CREATIVE DIRECTOR :
    SAHARATH SAWADATIKOM
  • CREATIVE DIRECTOR :
    SAHARATH SAWADATIKOM/THANASORN JANEKANKIT
  • COPYWRITER :
    THANASORN JANEKANKIT/RATTASAK MUTUTANONDH
  • ART DIRECTOR :
    SAHARATH SAWADATIKOM/NITTAYA CHANANUKUL
  • ACCOUNT DIRECTOR :
    WARAPAN PORNPHICHITPAN
  • ACCOUNT MANAGER :
    PINPINAT PIYATATAUNGVARA
  • ACCOUNT EXECUTIVE :
    SARIS TRAKARNSRISUNUN
  • STRATEGIC PLANNING DIRECTOR :
    JIPATTIKAL PANIKBUTR
  • AGENCY PRODUCER :
    NUTCHA MAUTHORN
  • FILM PRODUCTION COMPANY :
    MEOUR PRODUCTION CO., LTD., BANGKOK
  • DIRECTOR :
    TEEWIN VARAPASKUL
  • D.O.P/CINEMATOGRAPHER :
    SETTHAWUT SAMATHIMONGKOL/KITTIPAT TACHATARARAK
  • EXECUTIVE PRODUCER :
    THANAPHORN PHIANSOMPHOL
  • PRODUCTION DESIGNER :
    NIWAT JANSAWANG
  • THE BRIEF :
    CREATE ADVERTISING THAT COMMUNICATE AS A LEADING REAL ESTATE BRAND THAT HAS THE CONCEPT OF “SPACE CAN CHANGE ONE’S LIFE”.
  • THE STRATEGY :
    THE UNUSUAL FOOTBALL FIELD WAS DEVELOPED IN KHLONG TOEI COMMUNITY, A HIGHLY POPULATED AREA IN BANGKOK WHICH IS BELIEVED TO HAVE NO USABLE SPACE LEFT. HOWEVER, IN REALITY, THERE ARE NUMEROUS ASYMMETRICAL SPACES SCATTERED ACROSS THIS DISTRICT.
  • THE EXECUTION :
    AP THAILAND TURN WASTED SMALL USELESS SPACES INTO A SERIES OF IRREGULARLY SHAPED FOOTBALL PITCHES THAT FIT PERFECTLY INTO EACH OF THE LOCAL AREAS, BREAKING THE TRADITIONAL LIMITATIONS OF FOOTBALL GAME WHILE KEEPING THE PITCH SYMMETRICAL TO PROVIDE FAIR PLAY.
  • THE RESULT :
    - SELECTED AS 1 OF 25 BEST INVENTIONS OF 2016 IN TIME MAGAZINE - SELECTED AS 1 OF 10 BEST IDEAS OF 2016 IN AZURE MAGAZINE - SELECTED AS 1 OF 10 DESIGNBOOM BIG STORIES OF 2016 THE CAMPAIGN WAS SHARED ACROSS THE WORLD, MAINLY IN ASIA, AUSTRALIA, USA, AND EUROPE IN JUST ONE WEEK OF CAMPAIGN LAUNCH. THE STORY WAS COVERED IN VARIOUS BIG NEWS NETWORKS, SUCH AS DAILYMAIL, THE MIRROR, THE GUARDIAN, THE SUN, NATION TV, THAIRATH, DAILY NEWS, BANGKOK TODAY ETC. MANY LEADING WEB MAGAZINE IN THE DESIGN FIELD SUCH AS, HYPEBEAST, DESIGNBOOM, FUBIZ, FASTCODESIGN, DEZEEN, DESIGNDABA ALSO POSTED OUR CAMPAIGN ON THEIR WEBSITES. SPORTS WEBSITE SUCH AS, SOCCERBIBLE, KICKS TO THE PITCH, TROLLFOOTBALL ALSO SHARED OUR CAMPAIGN.