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SUB CATEGORY :
LOTUS ROOTS
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COMPANY ENTERING :
BBDO BANGKOK LTD, BANGKOK
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TITLE :
THE UNIVERSAL LANGUAGE OF PAIN
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BRAND :
MERCEDES-BENZ VANS
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ADVERTISER :
MERCEDES-BENZ (THAILAND)
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AGENCY :
BBDO BANGKOK, BANGKOK
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CHIEF CREATIVE OFFICER :
SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT
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EXECUTIVE CREATIVE DIRECTOR :
SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT
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CREATIVE DIRECTOR :
NOPHARIT DUSADEEDUMKOENG
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COPYWRITER :
SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT/ THAMONWAN ROJANAWANICHKIT
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ART DIRECTOR :
SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT/ANNOP KHUNWONG
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GRAPHIC DESIGN DIRECTOR :
NATTHAWUT SOONSUB
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GRAPHIC DESIGNER :
WATCHALEE SIRIKAYON
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GROUP ACCOUNT DIRECTOR :
JUTATAT PATTANODOM
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ACCOUNT DIRECTOR :
TANYAWAN WONGAPICHART
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AGENCY PRODUCER :
THITIPORN KITTIKAWINWONG/ATITAN THONGMAK
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FILM PRODUCTION COMPANY :
DREAM RIDERS, BANGKOK
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CULTURAL CONTEXT EXPLANATION :
THERE ARE 7,000 LANGUAGES USED IN THE WORLD, AND THERE ARE 73 LANGUAGES USED IN THAILAND, THE LESS-KNOWN LANGUAGES ARE USED IN REMOTE AREAS OF THAILAND; MOST OF THOSE LANGUAGES ARE ONLY SPOKEN AND LACKS WRITTEN LANGUAGE*. THIS MAKES IT VERY DIFFICULT FOR DOCTORS, BOTH MEDICAL VOLUNTEERS AND THOSE WORK IN PUBLIC HEALTH CENTERS IN THESE AREAS, TO DIAGNOSE THE PATIENTS DUE TO DIFFERENCES IN LANGUAGES. LOCAL INTERPRETERS AREN’T ALWAYS AVAILABLE.
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BACKGROUND OVERVIEW :
SO THE BRAND AND THAI HEALTH FOUNDATION PARTNERED TO CREATE A UNIVERSAL LANGUAGE THAT OVERCOMES LANGUAGE BARRIERS BETWEEN DOCTORS AND PATIENTS, THE SYMBOL SYSTEM THAT CAN HELP DOCTORS DIAGNOSE EVERY KNOWN ILLNESS, WITHOUT USING VERBAL LANGUAGE. WE DESIGNED A SYMBOL LANGUAGE,USING INSTINCTIVE DESIGN, WHICH IS THE DESIGN FROM FUNDAMENTAL OBJECTS,SHAPES,AND FORMS; THE SYMBOLS ARE BASED ON EXPERIENCE THAT CAN BE PERCEIVED AND GIVE THE SAME UNDERSTANDING FOR ALL. FOR EXAMPLE, THE SHAPE OF A THORN, NO MATTER WHAT THIS POINTY SHAPE IS CALLED IN ANY LANGUAGES,EVERYONE HAVE THE SAME UNDERSTANDING THAT THIS SHAPE IS SHARP AND KNOW THE FEELING OF PAIN IT CAUSES. TO DEVELOP EACH SYMBOL,WE TEAMED UP WITH PAIN SPECIALISTS FROM THAI HEALTH FOUNDATION AND SIRIRAJ HOSPITAL,AS WELL AS THE MEDICAL VOLUNTEERS TO UNDERSTAND MORE ON RURAL PATIENTS. THIS WILL HELP REDUCE MISCOMMUNICATION BETWEEN HEALTH PROFESSIONALS WHO WORK IN RURAL AREAS, BOTH VOLUNTEERS AND THOSE WORK IN PUBLIC HEALTH CENTERS, AND THEIR PATIENTS, WHO SPEAK DIFFERENT LANGUAGES.
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