SUB CATEGORY :

BEST USE OF SPORTS

COMPANY ENTERING :

J. WALTER THOMPSON, BANGKOK

TITLE :

TINYDOLL

BRAND :

KLEENEX

ADVERTISER :

KIMBERLY-CLARK THAILAND

AGENCY :

J. WALTER THOMPSON BANGKOK, BANGKOK

CHIEF CREATIVE OFFICER :

JOÃO BRAGA

CREATIVE DIRECTOR :

THASORN BOONYANATE

COPYWRITER :

THASORN BOONYANATE/SUPALERK SILARANGSRI

ART DIRECTOR :

DANAI APIWATMONGKOL/INTIRA TRIPUKDEEKUL/KUSUMA ARUNANONDCHAI

ACCOUNT DIRECTOR :

SUPANNAPA TRAITONWONG/JIT-AREE CHOTIVITHAYAPORN/
MICHELLE ABELEDA

STRATEGIC PLANNING DIRECTOR :

PRACHAWAN KETAVAN

STRATEGIC PLANNER :

PIANGWARD JARUPAKORN

AGENCY PRODUCER :

DUANGJAI CHOOMNOOMMANEE/JIROJ MECHOOJIT

FILM PRODUCTION COMPANY :

HOUSETON FILM, BANGKOK

DIRECTOR :

NATTAWUT BAZ POONPIRIYA

CO-DIRECTOR :

WATTANAPONG WONGWAN

ASSISTANT DIRECTOR :

PASITA SENEEWONG NA AYUDHAYA/PONGSEAT POONSAWAT/
AUKARAWIN SMANKUL/NATTHAPON MANPHACHONG

CINEMATOGRAPHER :

PHAKLAO JIRAUNGKOONUN

EXECUTIVE PRODUCER :

AMORN NILTHEP

FILM PRODUCER :

KOBRSAK NOOMNOI

POST-PRODUCTION COMPANY :

AFTER SHOOT BANGKOK, BANGKOK

EDITOR :

CHONLASIT UPANIGKIT

SPECIAL EFFECTS COMPANY :

AFTER SHOOT BANGKOK, BANGKOK

VISUAL EFFECTS :

CHANUT THATRITORN

SOUND PRODUCTION COMPANY :

SOUNDWAVE, BANGKOK

SOUND DESIGNER :

KRITAKORN TANUCHAIKARN

CAMPAIGN SUMMARY :

A SHORT FILM TURNS TISSUE PAPER INTO REAL INSPIRATION FOR BULLY VICTIMS. “TINY DOLL” IS A BIOGRAPHICAL SHORT FILM THAT CHRONICLES THE TRIALS, TRIBULATIONS, AND TRIUMPHS OF RIKA ISHIGE, THAILAND’S #1 FIGHTER AND MMA CHAMPION WHOSE FIRE TO FIGHT IS FUELED BY HER CHILDHOOD TRAUMAS. IN A 6-MINUTE LONG TAKE, SHE TAKES THE AUDIENCE THROUGH THE STORY OF HER LIFE, FROM THE EARLY DAYS AS A SMALL AND DELICATE GIRL MADE BULLY VICTIM TO FINDING THE STRENGTH TO CONQUER HER FEARS AND BECOME AN MMA CHAMPION. WITH “TINY DOLL”, KLEENEX NOT ONLY BREAKS THE CATEGORY NORM, BUT RAISES MUCH-NEEDED AWARENESS OF BULLYING IN THAILAND, EMPOWERING THAI WOMEN TO FIGHT BACK WHILE STILL PRESERVING THEIR SOFT AND GENTLE NATURE. #GENTLENOTWEAK

THE BRIEF :

KLEENEX THAILAND WANTED TO LAUNCH THE BEST FACIAL TISSUE AVAILABLE IN THE MARKET, BUT THEY ALSO WANTED HIGH RECOGNITION AND ENGAGEMENT - FOR THAT THEY NEEDED TO TRY SOMETHING DIFFERENT.

THE STRATEGY :

THE BEST TISSUE IN THE MARKET CAN ONLY BE REPRESENTED BY SOMEONE WHO ALSO PURSUES THE BEST, BUT TO MAKE IT RELEVANT AND DISTINCTIVE, WE DECIDED TO TELL RIKA’S STORY AS SHE POWERS THROUGH ADVERSITY WITH HER SOFT AND GENTLE NATURE TO OVERCOME THE BULLIES AND BECOME A MARTIAL ARTS CHAMPION. #GENTLENOTWEAK

THE EXECUTION/THE EXECUTION & CRAFT :

“TINY DOLL” IS A BIOGRAPHICAL SHORT FILM THAT CHRONICLES THE TRIALS, TRIBULATIONS, AND TRIUMPHS OF RIKA ISHIGE, THAILAND’S #1 FIGHTER AND MMA CHAMPION WHOSE FIRE TO FIGHT IS FUELED BY HER CHILDHOOD TRAUMAS. IN A 6-MINUTE LONG TAKE, SHE TAKES THE AUDIENCE THROUGH THE STORY OF HER LIFE, FROM THE EARLY DAYS AS A SMALL AND DELICATE GIRL MADE BULLY VICTIM TO FINDING THE STRENGTH TO CONQUER HER FEARS AND BECOME AN MMA CHAMPION.

THE RESULT :

WITH “TINY DOLL”, KLEENEX NOT ONLY BREAKS THE CATEGORY NORM, BUT RAISES MUCH-NEEDED AWARENESS OF BULLYING IN THAILAND, EMPOWERING THAI WOMEN TO FIGHT BACK WHILE STILL PRESERVING THEIR SOFT AND GENTLE NATURE.