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  • SUB CATEGORY :
    DIRECT LOTUS
  • COMPANY ENTERING :
    DENTSU (THAILAND) LTD, BANGKOK
  • ENTRY TITLE :
    THAI FARMER CALENDAR
  • BRAND :
    MABIN FERTILIZER
  • ADVERTISER :
    ICP FERTILIZER CO., LTD
  • AGENCY :
    DENTSU (THAILAND) LTD, BANGKOK
  • EXECUTIVE CREATIVE DIRECTOR :
    NISA MUJJALINTRAKOOL
  • DEPUTY EXECUTIVE CREATIVE DIRECTOR :
    ADUL BORVORNSRISAKUL
  • CREATIVE GROUP HEAD :
    NADDA RIEBROICHAROEN/PAWINA THUAMSAENG
  • CREATIVE DIRECTOR :
    AKK PHAPONGSKASEM
  • SENIOR COPYWRITER :
    PIMMADA JIRASAVETAKUL
  • SENIOR ART DIRECTOR :
    PILAN SUBHASRI
  • ART DIRECTOR :
    CHOTIWAT THASANASUWAN
  • DESIGN GROUP HEAD :
    NALINLUG CHOOMJAIHAN
  • JUNIOR GRAPHIC DESIGNER :
    CHIRATHORN CHIRARATSAKUL
  • SENIOR ACCOUNT DIRECTOR :
    PAILIN PHROMNATE
  • NEW BUSINESS DIRECTOR :
    NATTHANAN POSUNG
  • ASSOCIATE DIRECTOR :
    JASON W. COTSMIRE
  • CREATIVE CO-ORDINATOR :
    SUKANYA SITTHISANG
  • FILM CO-PRODUCER :
    CHAWIT PITIKORNTATIYA
  • FILM PRODUCTION COMPANY :
    KRATAI TUENTUA CO., LTD., BANGKOK
  • PRINT PRODUCTION COMPANY :
    PRINTAD, BANGKOK
  • CULTURAL CONTEXT EXPLANATION :
    ANCIENT FARMER'S BOOKS OF WISDOM USED FOR ALL AGRICULTURAL ACTIVITIES ARE BELIEVED TO BE MAGICAL – EVEN SPIRITUAL. THESE BOOKS SIMPLY CONTAIN LONG-RANGE WEATHER STATISTICS AND NATURE DATA. SO, OUR THAI FARMER CALENDAR WHICH BRINGS THE ANCIENT RICE WISDOMS IS DESIGNED TO IMPROVE THE QUALITY OF LIFE OF THAI RICE FARMERS, WHILE HELPING TO CONTINUE THE RICE HERITAGE OF THAILAND FOR FUTURE GENERATIONS.
  • THE BRIEF :
    FOR CENTURIES, THAI RICE FARMERS HAVE PUT THEIR FAITH IN ANCIENT FARMER'S BOOKS OF WISDOM FOR ALL THEIR AGRICULTURAL ACTIVITIES. OVER TIME, THE FARMER'S WISDOM HERITAGE HAS BEEN FAST DISAPPEARING. HOW CAN A FERTILIZER BRAND HELP THAI RICE FARMER WITH THIS ISSUE?
  • THE STRATEGY :
    FLYING HORSE FERTILIZER, NO.3 IN BRAND AWARENESS RANKING IN THE RICE FERTILIZER MARKET, WANTS TO INCREASE BRAND AWARENESS AMONGST THAI RICE FARMER. WE DECIDED TO BRING THE ANCIENT RICE WISDOMS BACK TO THAI FARMERS NATIONWIDE. WITH A NEWLY DESIGNED CALENDAR FOR THE NEW YEAR, WHILE OTHER BRANDS GIVE ORDINARY CALENDARS TO THEIR CUSTOMERS.
  • THE EXECUTION :
    BEFORE 2017 STARTS, WE SEARCHED THROUGH MANY SOURCES INCLUDING FAMOUS PHILOSOPHER. FOUR IMPORTANT BOOKS WERE REDISCOVERED. WE DESIGNED A NEW 2017 CALENDAR FOR THAI FARMERS NATIONWIDE. MODERN THAI STYLE GRAPHICS WERE SPECIALLY DESIGNED TO SYMBOLIZE EACH DAY AND COMBINED WITH TRADITIONAL BELIEFS TO CREATE SYMBOLS. THAI COLOR TONES WERE SELECTED TO ENHANCE THE MEANING OF REPRESENTED DAYS. THE DESIGN WAS INSPIRED FROM THE SHAPE OF TRADITIONAL PALM LEAF MANUSCRIPTS, CONVEYING THE SENSE OF SACRED AND ANCIENT WISDOM. THEN OUR PROVINCIAL FERTILIZER DEALERS OFFERED THE CALENDAR TO FARMERS THROUGHOUT THAILAND AS A NEW YEAR’S GIFT, HELPING TO CONTINUE SPREADING THESE WISDOMS.
  • THE RESULT :
    THE THAI FARMER'S CALENDAR CAN INCREASED OUR BRAND AWARENESS AMONG THAI RICE FARMERS BY 38%. IT INCREASED TO SALES VOLUME BY MORE THAN 20% AFTER THE NEW YEAR PERIOD. BUT MOST IMPORTANTLY THING, OUR THAI FARMER CALENDAR HELPS TO CONTINUE THE RICE HERITAGE OF THAILAND FOR FUTURE GENERATIONS AND IMPROVE THE QUALITY OF THAI RICE FARMERS’ LIFE NATIONWIDE.
  • SUB CATEGORY :
    LARGE/HIGHWAY BILLBOARDS
  • COMPANY ENTERING :
    GREYNJ UNITED, BANGKOK
  • ENTRY TITLE :
    LIGHTNING-POWERED BILLBOARD
  • BRAND :
    VOLVO
  • ADVERTISER :
    VOLVO CARS THAILAND
  • AGENCY :
    GREYNJ UNITED, BANGKOK
  • CHAIRMAN :
    THOR SANTISIRI
  • MANAGING DIRECTOR :
    KANAPORN HUTCHESON
  • CHIEF EXECUTIVE OFFICER :
    SUBBARAJU ALLURI
  • CHIEF CREATIVE OFFICER :
    JUREEPORN THAIDUMRONG
  • EXECUTIVE CREATIVE DIRECTOR :
    ANDREW CHU
  • COPYWRITER :
    THANAPOL JIRATADAPORN/WIYADA LIMRATANADAMRONG
  • ART DIRECTOR :
    SIRICHAI YOTATIKUNCHAI
  • ACCOUNT DIRECTOR :
    NANTIDA TANSAWAI
  • ACCOUNT EXECUTIVE :
    JIRATCHANA BOONTHAM
  • CLIENT SERVICE DIRECTOR :
    KANOKKORN SEEHAPAN
  • AGENCY PRODUCER :
    KANOKSAK KANCHANACHUTA/ANUCHIT SANNOPPHAKUN/
    THANYAPORN DAMPRASERT
  • TRAFFIC MANAGER :
    WARANGKANA NAKSAKUL