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  • SUB CATEGORY :
    BEST USE OF USER GENERATED CONTENT
  • COMPANY ENTERING :
    WOLF BANGKOK, BANGKOK
  • TITLE :
    LICK AWAY BAD DAY
  • BRAND :
    NETFLIX
  • ADVERTISER :
    NETFLIX
  • AGENCY :
    WOLF BANGKOK, BANGKOK
  • MANAGING DIRECTOR :
    PHANNIKA VONGSAYAN
  • CHIEF CREATIVE OFFICER :
    TORSAK CHUENPRAPAR
  • CREATIVE DIRECTOR :
    KANIT MINGMUANG
  • CREATIVE GROUP HEAD :
    TRIRAT SETHABUTR
  • COPYWRITER :
    PAWARES VESSUKANMANUKUL/PHACHARA SAOTHAYANAN/
    KORNCHANOK KHUNTIPHUNTUKUL/TORSAK CHUENPRAPAR
  • ART DIRECTOR :
    ONANONG KRAYSUBAN/PHORNTHEP PERMSUBHIRUNYA/
    WOOTTIPONG LAMANGTHONG/TORSAK CHUENPRAPAR
  • ACCOUNT MANAGER :
    CHONLATID SAENGHIRAN
  • ACCOUNT EXECUTIVE :
    NICHARAT TAVEEVIRAT
  • AGENCY PRODUCER :
    CHANAPAT SRABUA
  • FILM PRODUCTION COMPANY :
    PUEN PRODUCTION, BANGKOK
  • DIRECTOR :
    NIJSA JAMU
  • FILM PRODUCER :
    PATRAWUT PATRAWUT
  • POST-PRODUCTION COMPANY :
    PUEN PRODUCTION, BANGKOK
  • SPECIAL EFFECTS COMPANY :
    PUEN PRODUCTION, BANGKOK
  • SOUND PRODUCTION COMPANY :
    PUEN PRODUCTION, BANGKOK
  • PRINT PRODUCTION COMPANY :
    PUEN PRODUCTION, BANGKOK
  • CAMPAIGN SUMMARY :
    THE CAMPAIGN IS MAXIMIZED THROUGH THE INTERNET WITH THOUSANDS OF USER GENERATED CONTENT ON SOCIAL NETWORK. NETFLIX HAS OVERCOME DOCUMENTARY’S BARRIERS AMONG THAIS. FROM SHARING AND TAKING AWAY THEIR PROBLEMS. AND BECOME THE DOCUMENTARY THAT SHARE THE SAME ENTHUSIASM AS MAINSTREAM MOVIES.
  • THE BRIEF :
    TO PROMOTE DOGS, A NEW DOCUMENTARY SERIES BY NETFLIX, IN THAILAND WHERE ITS PEOPLE DON’T LIKE TO WATCH THIS KIND OF SHOW. THEY HAVE A PERCEPTION THAT IT WOULD BE BORING WHEN IT COMES TO THE DOCUMENTARY.
  • THE STRATEGY :
    WE MONITORED REAL-TIME ON SOCIAL MEDIA TO FIND OUT WHAT ARE THE MOST SHARED CONSUMERS’ PROBLEM IN SPECIFIC AREA. THEN WE BROADCAST THAT ISSUE ON DIGITAL BILLBOARDS IN THE PARTICULAR AREA.
  • THE EXECUTION :
    LICK AWAY BAD DAY: A REAL TIME ENGAGING CAMPAIGN THAT CATCHES EYES AND TOUCHES HEARTS. BECAUSE NO MATTER WHERE YOU ARE. NO MATTER WHAT KIND OF PROBLEM YOU FACE. DOGS COULD SHIFT YOUR MOOD. WE MONITORED REAL-TIME ON SOCIAL MEDIA TO FIND OUT WHAT ARE THE MOST SHARED CONSUMERS’ PROBLEM IN SPECIFIC AREA. THEN WE BROADCAST THAT ISSUE ON DIGITAL BILLBOARDS IN THE PARTICULAR AREA. DESPITE THE BILLBOARDS WITH A TAILOR-MADE MESSAGE, WE CREATE LICKAWAYBADDAY.COM, AN OFFICIAL NETFLIX MICROSITE THAT LET THAI PEOPLE SHARE THIER STRESS THEN LET DOGS LICK AWAY THEIR PROBLEMS. STEP 1 : GO TO LICKAWAYBADDAY.COM STEP 2 : CHOOSE A DOG STEP 3 : WRITE DOWN YOU BAD DAY STEP 4 : GENERATE A SHARABLE .GIF
  • THE RESULT :
    THE CAMPAIGN IS MAXIMIZED THROUGH THE INTERNET WITH THOUSANDS OF USER GENERATED CONTENT ON SOCIAL NETWORK. NETFLIX HAS OVERCOME DOCUMENTARY’S BARRIERS AMONG THAIS. FROM SHARING AND TAKING AWAY THEIR PROBLEMS. AND BECOME THE DOCUMENTARY THAT SHARE THE SAME ENTHUSIASM AS MAINSTREAM MOVIES.