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  • SUB CATEGORY :
    BEST USE OF OTHER DIGITAL MEDIA
  • COMPANY ENTERING :
    BBDO BANGKOK LTD, BANGKOK
  • ENTRY TITLE :
    SAFE&SOUND MUSIC PLAYER
  • BRAND :
    LMG INSURANCE ROAD SAFETY CAMPAIGN
  • ADVERTISER :
    LMG INSURANCE
  • AGENCY :
    BBDO BANGKOK, BANGKOK
  • CHIEF CREATIVE OFFICER :
    SUTHISAK SUCHARITTANONTA
  • EXECUTIVE CREATIVE DIRECTOR :
    SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT
  • CREATIVE DIRECTOR :
    SUTHISAK SUCHARITTANONTA/PARK WANNASIRI
  • COPYWRITER :
    SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT/
    PARK WANNASIRI/THITI BOONKERD/VACHIRA PASHEKREPAPON
  • ART DIRECTOR :
    SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT/
    PARK WANNASIRI/PANUPAK SIRIPAKDEE/KANTAPON METHEEKUL
  • ACCOUNT DIRECTOR :
    ADISORN ATIKOMCHAKORN/KIATIKUN SIRIWETCHMONGKOLCHAI
  • ACCOUNT EXECUTIVE :
    SUPHATCHA KORCHAROENKIAT
  • FILM PRODUCTION COMPANY :
    KLACK FILM, BANGKOK
  • THE BRIEF :
    IN THESE PAST YEARS, HEADPHONES DISTRACTION HAS BEEN ONE OF THE CAUSES OF ROAD ACCIDENTS. NUMBERS OF PEDESTRIANS IN THAILAND HAVE LOST THEIR LIVES WHILE WALKING ON ROAD AND LISTENING TO THE MUSIC THEY LOVE BECAUSE USING HEADPHONES MAKE THEM UNAWARE OF THE SURROUNDINGS. THESE INCLUDE CAR, MOTORBIKE, AND TRAIN, WHICH CAN BE DANGEROUS TO THEMSELVES AND EVERYONE ON THE ROAD.
  • THE STRATEGY :
    LMG INSURANCE’S MISSION IS TO LIBERATE PEOPLE’S LIFE FROM WORRY. WE WANTS TO HELP PEOPLE TO BE AWARE AND AVOID THIS LIFE-THREATENING RISK. BUT HOW CAN WE HELP SAVE THEIR LIFE ..WHEN MUSIC IS THEIR LIFE?
  • THE EXECUTION :
    SAFE & SOUND MUSIC PLAYER, THE WORLD’S FIRST MUSIC APP FOR PEDESTRIANS’ SAFER MUSIC EXPERIENCE. THE BUILT-IN MODE IN MUSIC PLAYER APP ALLOWS EVERYONE TO ENJOY THE MUSIC WHILE ALSO AVOIDING ROAD ACCIDENT. BY INTEGRATING THE LOCATION TRACKING FEATURE, USERS CAN PLAY THEIR TUNES RIGHT FROM THE APP AND WALK WITH THEIR HEADPHONES ON. WHEN THEY APPROACH MAIN ROAD OR A RAIL TRACK, WHERE ACCIDENTS MOSTLY OCCUR, THE APP WILL AUTOMATICALLY LOWER THE VOLUME OF THE MUSIC TO 70% AND ACTIVATING THE MICROPHONE TO ALLOW THE SURROUNDING NOISE TO COME IN BY 30%, LOWERING THE RISK OF ACCIDENTS.
  • THE RESULT :
    SAFE & SOUND MUSIC PLAYER IS APPRECIATED BY MUSIC LOVERS AND SIGNIFICANT PUBLIC FIGURES, INCLUDING BANGKOK COUNSELOR, THAI ARTISTS, AND JOURNALIST. THE APP HAS BEEN ACTIVATED MORE THAN 150,000 TIMES SINCE LAUNCHED AND STILL COUNTING. AND MOST IMPORTANTLY, PEOPLE ARE CURRENTLY LISTENING TO MUSIC SAFELY 6,000 HOURS A DAY.