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SUB CATEGORY :
BEST USE OF BRANDED ENTERTAINMENT & CONTENT:
DIGITAL & SOCIAL MEDIA
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COMPANY ENTERING :
CHOOJAI AND FRIENDS, BANGKOK
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TITLE :
MOTORCYCLE TAXI ACTIVIST
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BRAND :
OKMD (PUBLIC ORGANIZATION)
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ADVERTISER :
OKMD : OFFICE OF KNOWLEDGE MANAGEMENT AND DEVELOPMENT
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AGENCY :
CHOOJAI&FRIENDS, BANGKOK
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CHIEF CREATIVE OFFICER :
CHOOJAI AND FRIENDS
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CREATIVE DIRECTOR :
PHAIRAT UAPHADUNGLERT/PRASIT VITAYASAMRIT
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COPYWRITER :
NARUEMON TIPRUK
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ART DIRECTOR :
AREEYA KETWARAPORN
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ACCOUNT DIRECTOR :
RACHJIRA CHANTARAWIWAT
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STRATEGIC PLANNING DIRECTOR :
BOONCHAI SUKSURIYAYOTHIN
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AGENCY PRODUCER :
PEACHAYA KONGJAMPA
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OTHER CREATIVE CREDITS :
CHANGE.ORG
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FILM PRODUCTION COMPANY :
THE FILM FACTORY LTD., BANGKOK
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DIRECTOR :
PEN-EK RATANARUANG
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CINEMATOGRAPHER :
CHANKIT CHAMNIVIKAIPONG
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GAFFER :
ANAN BOONSRI
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EXECUTIVE PRODUCER :
REWAT VORARAT
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FILM PRODUCER :
PHUANGPHAKA RUTIMANON
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POST-PRODUCTION COMPANY :
THE FILM FACTORY LTD., BANGKOK
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EDITOR :
PATAMANADDA YUKOL
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SOUND PRODUCTION COMPANY :
PUMPUMPUMPUM SOUND STUDIO, BANGKOK
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SOUND ENGINEER :
NOPPHALUX KOSAKORN
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MUSIC COMPOSER :
KOICHI SHIMIZU
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MUSIC ARRANGER :
KOICHI SHIMIZU
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THE BRIEF :
ALTHOUGH, OFFICE OF “KNOWLEDGE MANAGEMENT AND DEVELOPMENT” OR OKMD IS ATTEMPTING TO EDUCATE PEOPLE ABOUT “ KNOWLEDGE CENTER (THE PROJECT THAT AIMS TO CREATE LEARNING SPACE BESIDES CLASSROOM)”, THE PROJECT DIDN’T GET MUCH ATTENTION DUE TO THE UNFAMILIARITY OF THE TOPIC AND THE ACADEMIC LANGUAGE OF THE INTERPRETATION. THEREFORE, OKMD WANTS TO PRESENT THIS PROJECT, IN ORDER TO MAKE PEOPLE PERCEIVE AND WILLINGLY JOIN US TO SUPPORT THE PROJECT.
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THE STRATEGY :
“NATIONAL KNOWLEDGE CENTER” WAS ALWAYS INTERPRETED BY ACADEMIC WHICH CAUSED BOREDOM AND LACK OF ATTENTION FROM THE AUDIENCES. AS THE INFORMATION IS COMPLICATED, OVERWHELMING AND UNFAMILIAR, SO WE DECIDED TO FIND AN UNEXPECTED CHARACTER AS THE COMMUNICATORS, IN ORDER TO ATTRACT PEOPLE’S ATTENTION TOWARD THE KNOWLEDGE CENTER.
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THE EXECUTION/THE EXECUTION & CRAFT :
SCENE SETS IN A CAFE. CREATIVE TEAM WAS INTERVIEWING THE CREATOR WHO PROPOSE THE CONCEPT OF LEARNING CENTER ON CHANGE.ORG WHICH PEOPLE DID NOT EXPECT HIM AS A MOTORBIKE TAXI DRIVER WHO TRULY UNDERSTAND AND BE ABLE TO MAKE PEOPLE ALL AMAZED AT HIS EXPLANATION OF THE LEARNING CENTER.
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THE RESULT :
THERE WAS OVER 180,000 PEOPLE WHO SUPPORTED AND SIGNED UP ON CHANGE.ORG. THE PROJECT THEN BECOMES WELL-KNOWN THROUGHOUT THE COUNTRY. MANY PEOPLE CONTACTED US, SOME ARE THE VOLUNTEERED THAT WILLING TO JOIN AS A PART OF THE PROJECT, AND SOME ARE THE NEWS AGENCIES THAT BROUGHT OUT AND EXPANDED THE ISSUE. FORTUNATELY, THIS BECOMES INSPIRATION FOR MANY TO CREATE A LEARNING SPACE (BESIDES CLASSROOM) WITHOUT WAITING FOR THE GOVERNMENT APPROVAL.
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