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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.
  • SUB CATEGORY :
    TYPOGRAPHY
  • COMPANY ENTERING :
    CHEIL WORLDWIDE, HONG KONG
  • TITLE :
    EARWORM BILLBOARDS
  • BRAND :
    3M
  • ADVERTISER :
    3M
  • AGENCY :
    CHEIL WORLDWIDE, HONG KONG
  • GLOBAL CHIEF CREATIVE OFFICER :
    MALCOM POYNTON
  • CHIEF CREATIVE OFFICER :
    ROLAND RUDOLF
  • EXECUTIVE CREATIVE DIRECTOR :
    PAUL CHAN/JOERN WELLE/THOMAS SCHROEDER
  • CREATIVE DIRECTOR :
    ARNAB BISWAS
  • ASSOCIATE CREATIVE DIRECTOR :
    IVAN AU
  • SENIOR COPYWRITER :
    CHRIS DRUECKS
  • SENIOR ART DIRECTOR :
    RAFAEL MAGESSI/TRANG LE THU
  • ART DIRECTOR :
    DANIEL BAEK
  • BUSINESS DIRECTOR :
    JONG BIN LEE
  • SENIOR ACCOUNT DIRECTOR :
    MICHAEL CHAN
  • ILLUSTRATOR :
    BUFF DISS
  • FILM PRODUCTION :
    CINDY STEIGERWALD
  • FILM EDITING :
    ALEXANDER ODENWALDER
  • BACKGROUND OVERVIEW :
    BRIEF: SHOW THE SUPERIOR STRENGTH AND VERSATILITY OF 3M’S ALL-PURPOSE HEAVY DUTY DUCT TAPE WHICH IS USED BY DIY-ENTHUSIASTS, PROFESSIONALS, AND ARTISTS ALIKE. INSIGHT: WHEN IT COMES TO SHEER ADHESIVENESS, NOTHING STICKS WITH YOU AS IMMEDIATELY AND LASTING AS THE MELODY OF A CLASSIC POP HIT SONG, OR SO-CALLED “EARWORM”. IDEA: BILLBOARDS SO ADHESIVE, THEY STICK TO YOUR MIND. WE TOOK THE HOOKS OF THREE OF THE CATCHIEST TUNES EVER, AND PUT THEM ON NUMEROUS BILLBOARD SITES ACROSS HONG KONG TO SHOW THE SUPERIOR STRENGTH OF 3M’S EXTRA HEAVY DUTY DUCT TAPE IN A COMPLETELY NEW AND SURPRISING WAY. EXECUTION: EACH POSTER WAS HAND-LETTERED WITH REAL 3M DUCT TAPE BY BUFF DISS, ONE OF THE WORLD’S LEADING TAPE-ARTISTS. WHERE POSSIBLE, THE ACTUAL TAPE ROLLS USED FOR THE TAPING WERE FINALLY STUCK TO THE BILLBOARD AS A “LIVE” PACK SHOT. FOR POSTER SITES WHERE BILLBOARDS HAD TO BE PUT BEHIND A GLASS SHELTER, AN ALTERNATE VISUAL WAS USED, FEATURING A PRINTED PACK SHOT. IN THIS CASE, EACH INDIVIDUAL HEADLINE NEEDED TO BE CAREFULLY TAPED IN A WAY THAT IT PRECISELY MATCHED THE POSITION OF THE PRINTED PACK SHOT.