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  • SUB CATEGORY :
    INNOVA LOTUS
  • COMPANY ENTERING :
    BBDO BANGKOK LTD, BANGKOK
  • ENTRY TITLE :
    HELPMET
  • BRAND :
    THAI HEALTH PROMOTION FOUNDATION
  • ADVERTISER :
    THAI HEALTH PROMOTION FOUNDATION
  • AGENCY :
    BBDO BANGKOK, BANGKOK
  • CHIEF CREATIVE OFFICER :
    SUTHISAK SUCHARITTANONTA
  • EXECUTIVE CREATIVE DIRECTOR :
    SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT
  • CREATIVE DIRECTOR :
    SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT/
    PITHA UDOMKANJANANAN
  • COPYWRITER :
    SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT/
    PITHA UDOMKANJANANAN/MANAMAI RODPETCH
  • ART DIRECTOR :
    SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT/
    PITHA UDOMKANJANANAN/NATTAGORN THAIRATTANASUWAN
  • ACCOUNT DIRECTOR :
    VASANAI PAKAPONGPAN/TANYAWAN WONGAPICHART
  • PRODUCTION PRODUCER :
    CHRIS JUNIOR DABRIK
  • FILM PRODUCTION COMPANY :
    MEOUR PRODUCTION CO., LTD., BANGKOK
  • DIRECTOR :
    KASEMPARN JUJINDALERT
  • CAMPAIGN SUMMARY :
    THE WORLD’S 2ND HIGHEST NUMBER OF MOTORCYCLE ACCIDENTS HAPPEN IN THAILAND. 80% OF MOTORCYCLIST FATALITIES OCCUR ON RURAL ROADS AND THE DANGER INCREASES WHEN RIDERS RIDE ALONE, OR AT NIGHT. THE STRATEGY WAS TO INVENT A TOOL THAT CAN MAKE THE IMMEDIATE, NECESSARY CALL FOR HELP WHEN A HUMAN CANNOT. THE TOOL MUST BE ABLE TO DETECT A SERIOUS HEAD IMPACT THAT CAUSES RIDERS TO BECOME UNCONSCIOUS AND UNABLE TO CALL FOR HELP. HELPMET IS AN ADVANCED MOTORCYCLE HELMET BUILT FROM STRONG CARBON FIBRE WITH ABSORBING FOAM, IT FEATURES BUILT-IN PIEZO SHOCK SENSOR, BUILT-IN GPS, AND GSM CELLULAR TECHNOLOGY. IF THE HEAD IMPACT IS MEASURED AND EXCEEDED 95 G-FORCE, A DANGEROUS LEVEL THAT LEADS TO UNCONSCIOUSNESS, AN EMERGENCY SMS WILL BE SENT BY HELPMET TO THE NATIONAL EMERGENCY CENTRE AND THE RIDER’S EMERGENCY CONTACT IN REAL-TIME, WITH THE RIDER’S GEOLOCATION AND IMPORTANT HEALTH INFORMATION; BLOOD TYPE, AND INSURANCE INFORMATION
  • THE BRIEF :
    THE WORLD’S 2ND HIGHEST NUMBER OF MOTORCYCLE ACCIDENTS HAPPEN IN THAILAND. 80% OF MOTORCYCLIST FATALITIES OCCUR ON RURAL ROADS AND THE DANGER INCREASES WHEN RIDERS RIDE ALONE, OR AT NIGHT. IN MANY CASES, HEAD INJURY CAUSES RIDERS TO LOSE THEIR CONSCIOUSNESS, LEAVING THEM UNABLE TO CALL FOR HELP. BY THE TIME EMERGENCY RESCUE TEAM OR SOMEONE NOTICES, IT’S TOO LATE. THAIHEALTH’S ROAD SAFETY PROJECT’S MISSION IS TO MINIMIZE ROAD-ACCIDENT FATALITY AS MUCH AS POSSIBLE. SO WE NEED TO FIND A SOLUTION THAT WORK UNDER THE TIME-SCARCE NATURE OF A ROAD ACCIDENT.
  • THE STRATEGY :
    THE VOICE-BASED REPORTING PROCESS HAS BEEN USED FOR YEARS IN EMERGENCY RESCUE SYSTEM IN THAILAND HOWEVER THERE ARE 2 MAIN PROBLEMS. 1. TIME AND 2. REPORTING PROCESS: THE CURRENT VOICE-BASED METHOD LEADING TO WRONG LOCATION. THE STRATEGY WAS TO INVENT A TECHNOLOGY THAT CAN MAKE THE IMMEDIATE, NECESSARY CALL FOR HELP WHEN A HUMAN CANNOT. A HELMET IS THE BEST PLATFORM FOR DETECTING HEAD IMPACT AND SIGNALING FOR HELP, BECAUSE RIDERS WEAR IT EVERY TIME THEY RIDE. SO, WE ENHANCED THE ABILITIES OF THE OLD HELMET WITH NEW-WORLD TECHNOLOGIES, TURNING IT INTO A HELPER THAT CAN SAVE LIVES IN TIME.
  • THE EXECUTION :
    HELPMET IS AN ADVANCED MOTORCYCLE HELMET BUILT FROM STRONG CARBON FIBRE WITH ABSORBING FOAM, IT FEATURES BUILT-IN PIEZO SHOCK SENSOR, BUILT-IN GPS, AND GSM CELLULAR TECHNOLOGY. IF THE HEAD IMPACT IS MEASURED AND EXCEEDED 95 G-FORCE, A DANGEROUS LEVEL THAT LEADS TO UNCONSCIOUSNESS, AN EMERGENCY SMS WILL BE SENT BY HELPMET TO THE NATIONAL EMERGENCY CENTRE AND THE RIDER’S EMERGENCY CONTACT IN REAL-TIME, WITH THE RIDER’S GEOLOCATION AND IMPORTANT HEALTH INFORMATION; BLOOD TYPE, MEDICAL RECORD, AND INSURANCE INFORMATION WE KICKED OFF HELPMET PROJECT AS A WEARABLE TECH BY CREATING AN EXPLORER VERSION AVAILABLE TO 500 REGISTERED RIDERS.
  • THE RESULT :
    -MORE THAN 500 USERS SIGNED UP FOR HELPMET’S 1ST PHASE AND USE IT ON THE ROAD DAILY. -HELPMET HAS BEEN USED TO PROTECT LIVES ON THE ROAD FOR MORE THAN 200,000 MILES AND STILL COUNTING. -THOUSANDS OF RIDERS HAVE REGISTERED TO PURCHASE HELPMET IN THE UP-COMING RELEASE. -HELPMET HAS REVOLUTIONIZED THE RESCUE PROCESS AND CREATED RESCUE OPPORTUNITIES WHERE THEY PREVIOUSLY DID NOT EXIST.
  • SUB CATEGORY :
    MOBILE CAMPAIGN
  • COMPANY ENTERING :
    COLENSO BBDO, AUCKLAND
  • ENTRY TITLE :
    PEDIGREE SELFIESTIX
  • BRAND :
    PEDIGREE
  • ADVERTISER :
    MARS
  • AGENCY :
    COLENSO BBDO, AUCKLAND
  • CREATIVE CHAIRMAN :
    NICK WORTHINGTON
  • CHIEF CREATIVE OFFICER :
    LEVI SLAVIN
  • EXECUTIVE CREATIVE DIRECTOR :
    DAN WRIGHT
  • CREATIVE GROUP HEAD/COPYWRITER :
    KIM RAGAN
  • CREATIVE GROUP HEAD/ART DIRECTOR :
    MARIA DEVEREUX
  • GROUP BUSINESS DIRECTOR :
    AHMAD SALIM
  • BUSINESS DIRECTOR :
    ABBI BARKER
  • ACCOUNT MANAGER :
    ALICE SOPWITH/RUBY SOOLE
  • SENIOR TV PRODUCER :
    NATASHA GILL
  • PRODUCER :
    ALEX GILLESPIE
  • DIGITAL PLANNING DIRECTOR :
    NEVILLE DOYLE
  • PLANNER :
    AMY POLLOCK
  • HEAD OF DIGITAL :
    TIM FREEMAN
  • DIGITAL PRODUCER :
    WILL THORRAT
  • CREATIVE TECHNOLOGIST :
    DAVID ARCUS
  • DESIGN DIRECTOR :
    DEAN POMFRETT
  • PRODUCTION COMPANY :
    FINCH, AUCKLAND
  • PRODUCTION COMPANY EXECUTIVE PRODUCER :
    KAREN BRYSON (FINCH)
  • PRODUCTION COMPANY PRODUCER :
    SARAH COOK (FINCH)
  • DIRECTOR :
    JAE MORRISON (FINCH)/ABIGAIL GREENWOOD (FINCH)
  • SOUND DESIGN :
    FRANKLIN RD, AUCKLAND/SHANE TAIPARI (FRANKLIN RD)/
    RYAN DICKINSON (FRANKLIN RD)
  • DOP :
    GINNY LOANE
  • ANIMATION :
    LABAN DICKINSON (FLUX)
  • EDITOR :
    TOM EAGLES/CUSHLA DILLON
  • COLOURIST :
    PETE RITCHIE (BLOCKHEAD)/JAMES GARDNER (DEPARTMENT OF POST)
  • ONLINE EDITOR :
    STEFAN COORY (BLOCKHEAD)/CODY SHUTTLEWORTH (DEPARTMENT OF POST)
  • POST PRODUCTION :
    BLOCKHEAD, AUCKLAND/DEPARTMENT OF POST, AUCKLAND
  • ARTIST :
    RYAN DICKINSON/KATIE SCOTT
  • ENGLISH CONTEXT EXPLANATION :
    INSTEAD OF CREATING AN AD TO DEMONSTRATE THE IRRESISTIBILITY OF PEDIGREE DENTASTIX, PEDIGREE CREATED A PRODUCT - PEDIGREE SELFIESTIX. A SPECIALLY DESIGNED PHONE ACCESSORY THAT ATTACHES A DENTASTIX TO ANY PHONE, SO YOU CAN CAPTURE THE PERFECT DOG SELFIE EVERY TIME. SELFIESTIX LAUNCHED VIA A CAMPAIGN THAT INCLUDED ONLINE FILM. THE FILM STARS A DOG WHO HAS LEARNT HOW TO MIMIC HER OWNER’S SELFIE ‘DUCKFACE,’ AND REPEATS THE ACTION IN A COMEDIC WAY TO TRY AND EARN A DELICIOUS PEDIGREE DENTASTIX. THE FILM DIRECTED PEOPLE IN STORE OR TO A SHOPIFY PAGE TO GET THEIR FREE SELFIESTIX WITH A PURCHASE OF DENTASTIX. FOR EVERY DOG OWNER IN THE COUNTRY, THE CAMPAIGN GENERATED 5 INTERACTIONS AND PEDIGREE DENTASTIX SAW A 24% SALES INCREASE YEAR ON YEAR.
  • URL :
    https://itunes.apple.com/nz/app/selfiestix/id1316857463?mt=8