SUB CATEGORY :

EXPERIENTIAL & EVENTS

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.