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SUB CATEGORY :
LOTUS ROOTS
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COMPANY ENTERING :
J. WALTER THOMPSON, BANGKOK
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TITLE :
HOME IS NOT A BOXING RING
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BRAND :
WOMEN AND MEN PROGRESSIVE FOUNDATION
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ADVERTISER :
WOMEN AND MEN PROGRESSIVE FOUNDATION
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AGENCY :
J. WALTER THOMPSON BANGKOK,
BANGKOK
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CHIEF CREATIVE OFFICER :
JOÃO BRAGA
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CREATIVE DIRECTOR :
THASORN BOONYANATE
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ASSOCIATE CREATIVE DIRECTOR :
ARAYANAN MARKCHOO
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COPYWRITER :
PIMCHANOK CHUENKAMOLPUN/THASORN BOONYANATE/JOÃO BRAGA
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ART DIRECTOR :
ARAYANAN MARKCHOO/WACHIRA KANJANAWADEEKUL
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ACCOUNT DIRECTOR :
SUPANNAPA TRAITONWONG/NUTTAWUT BOONPAN/
NUTTHAPONG WANNAKOVIT
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ACCOUNT MANAGER :
MANITA KAEWSOMNUK
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MEDIA PLANNING DIRECTOR :
WONGCHAN TANGSONGSAK
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MEDIA PLANNING MANAGER :
ARURAT PERMWANICHAKUL
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PR SUPERVISOR :
LERSANT WISEDSINTHOP
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DESIGNER :
INTIRA TRIPAKDEEKUL
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AGENCY PRODUCER :
JIROJ MECHOOJIT/JIRAPORN CHANNAWACH
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FILM PRODUCTION COMPANY :
KLACK FILM, BANGKOK
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DIRECTOR :
KITTINAI TANG
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ASSISTANT DIRECTOR :
PEERAPAT KUMSARIRAK
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CINEMATOGRAPHER :
CHAT DULYARAT/SAGUN TONGNIM/WARANYAA PUNAMSAP
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EXECUTIVE PRODUCER :
SATAPATH RONGKAPUN
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PRODUCTION MANAGER :
SORAYA CHIEWCHANCHAI
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COSTUME STYLIST :
PIYAMON KHASOM
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MAKE-UP ARTIST :
NARUEDOM PUTIPAN
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EDITOR :
ITTIWAT POOBANDIT
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SOUND PRODUCTION COMPANY :
TEMSOUND.CO.,LTD., BANGKOK
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PRINT PRODUCTION COMPANY :
BOB EYE VIEW STUDIO, BANGKOK
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PHOTOGRAPHER :
NAVARATANA DONKORT
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CULTURAL CONTEXT EXPLANATION :
MUAY THAI IS IN THE HEARTS OF ALL THAI MEN. THOUSANDS FLOCK TO BOXING RINGS EVERY WEEKEND, AND MILLIONS MORE WATCH IT ON TV. SO WE WENT WHERE THEY WERE. PRECISELY WHEN THEY ARE ROOTING FOR VIOLENCE, IN A MASSIVE CELEBRATION OF MASCULINITY AND STRENGTH. AT THAT MOMENT, WITH ADRENALINE AND TESTOSTERONE AT ITS PEAK, WE DELIVER OUR MESSAGE IN THE MOST SURPRISING WAY.
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THE BRIEF :
THAILAND IS THE WORLD’S NUMBER #2 IN DOMESTIC VIOLENCE AGAINST WOMEN, BUT COMMUNICATION EFFORTS RARELY CAPTURE THE ATTENTION OF THE PERPETRATORS THEMSELVES – THEIR HUSBANDS AND PARTNERS. HOW DO WE GET THEM TO REALLY PAY ATTENTION? HOW CAN WE MAKE THEM CARE?
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THE STRATEGY :
MUAY THAI IS IN THE HEARTS OF ALL THAI MEN. THOUSANDS FLOCK TO BOXING RINGS EVERY WEEKEND, AND MILLIONS MORE WATCH IT ON TV. SO WE WENT WHERE THEY WERE. PRECISELY WHEN THEY ARE ROOTING FOR VIOLENCE, IN A MASSIVE CELEBRATION OF MASCULINITY AND STRENGTH. AT THAT MOMENT, WITH ADRENALINE AND TESTOSTERONE AT ITS PEAK, WE DELIVER OUR MESSAGE IN THE MOST SURPRISING WAY.
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THE EXECUTION/THE EXECUTION & CRAFT :
A REAL VICTIM CAME TO ONE OF THAILAND’S MOST TRADITIONAL MUAY THAI RINGS, REPLACING THE OVERLY SEXUALIZED RING GIRLS. HER MAKE-UP REPRODUCED THE POLICE FILES FROM A YEAR BEFORE AND THE SIGN SHE HELD CARRIED A CLEAR MESSAGE TO THOUSANDS OF MEN PRESENT AT THE STADIUM AND MILLIONS MORE WATCHING IT LIVE ON TV.
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THE RESULT :
ON NOVEMBER 25TH, THE INTERNATIONAL DAY FOR THE ELIMINATION OF VIOLENCE AGAINST WOMEN, A COUNTRY SHOWED ITS SUPPORT IN EVERY MEDIA OUTLET AND SOCIAL MEDIA CHANNEL. 19 MILLION THAI BAHT WORTH IN PR VALUE.
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