-
SUB CATEGORY :
EXHIBITIONS AND INSTALLATIONS
-
COMPANY ENTERING :
SPICY HAKUHODO, BANGKOK
-
TITLE :
INVISIBLE CIGARETTE
-
BRAND :
ACTION ON SMOKING AND HEALTH
FOUNDATION
-
ADVERTISER :
ACTION ON SMOKING AND HEALTH
FOUNDATION
-
AGENCY :
SPICY HAKUHODO, BANGKOK
-
CHIEF CREATIVE OFFICER :
TERUHISA ITO/KAVIN SITSAYANAREN
-
EXECUTIVE CREATIVE DIRECTOR :
KAVIN SITSAYANAREN
-
CREATIVE DIRECTOR :
KAVIN SITSAYANAREN
-
ART DIRECTOR :
KAVIN SITSAYANAREN
-
COPYWRITER :
KAVIN SITSAYANAREN
-
AGENCY PRODUCER :
KAMONLUCK MUNGWATTANA
-
ACCOUNT DIRECTOR :
PRODPRAN KHUHAKONGKIT
-
STRATEGIC PLANNING DIRECTOR :
NAVINDA KITTISUBKUL
-
FILM PRODUCTION COMPANY :
CREAM CREAM HOUSE, BANGKOK
-
DIRECTOR :
PRATER PREEDEEVIT
-
FILM PRODUCER :
ATTAPHOL WONGVORAKUL
-
CAMPAIGN SUMMARY :
THE WORLD HEALTH ORGANIZATION HAS FOUND AROUND 890,000 PEOPLE DIE EVERY YEAR FROM SECOND-HAND SMOKE AND ¼ ARE CHILDREN UNDER 5 YEARS OLD WHICH IS PARTLY CAUSED BY THIRD-HAND SMOKE. THE ACTION ON SMOKING AND HEALTH FOUNDATION THAILAND WANTS THAI PEOPLE TO BE AWARE OF THIRD-HAND SMOKE’S DANGER BEFORE IT’S TOO LATE AS WELL AS TO RAISE THIS PROBLEMS AS THE KEY POINT IN ORDER TO GENERATE INFORMATIONS ABOUT HEALTH & WELLNESS TO UPLIFT THAIS PEOPLE FOR BETTER LIVING. “INVISIBLE CIGARETTE”IS THE IDEA TO MAKE THE VISIBLE RESULT FROM INVISIBLE HARM OF THIRD-HAND SMOKE BY USING EXPERIMENTAL AND USE THE POWER OF WOM ONLINE TO SPREAD OUT THE CONTENT. “INVISIBLE CIGARETTE” GAIN HIGH IMPRESSION AND EARN MEDIA IN SHORT PERIOD, THAI GOVERNMENT CONCERN THIS POINT AND ISSUE THE NEW REGULATIONS TO CANCEL THE SMOKING AREA IN AIRPORT.
-
THE BRIEF :
OBJECTIVES : TO COMMUNICATE THAT INVISIBLE HARM FROM THIRD-HAND SMOKE ARE A SILENT DANGER LEFT IN THE HOUSE THAT HARMS THE ONE YOU LOVE.
-
THE STRATEGY :
-TARGET AUDIENCE DEMOGRAPHIC : MALE & FEMALE (25-55YO) , NATIONWIDE PSYCHOGRAPHIC : OUTGOING, BUSY LIFESTYLE, SELF CONFIDENT, SMOKING ADDICTED -APPROACH : ENHANCE CONSUMER INSIGHT TO BE KEY TRIGGER FOR QUIT SMOKING BY UTILIZING THE EXPERIMENTAL TO EXPRESS THE RESULT OF HARMFUL FROM THIRD-HAND SMOKE. -IDEAS THAT CAN EDUCATE AND DEMONSTRATE HOW HARMFUL FROM THIRD-HAND SMOKE AFFECTS TO OTHERS.
-
THE EXECUTION :
-WE HAVE CONDUCTED THE EXPERIMENT, GATHERING HOUSE ITEMS FROM THOSE WHO HAVE BEEN AFFECTED BY THE THIRD-HAND SMOKE, TO EXTRACT CHEMICAL RESIDUALS WHICH CAN’T BE REMOVED BY GENERIC CLEANING WAYS ESPECIALLY NICOTINE TO CREATE ANOTHER CIGARETTE.
-THIS EXPERIMENTAL SHOWS THE DANGER FROM THIRD-HAND SMOKE AND WE WANT THAI PEOPLE TO QUIT SMOKING. -THE "INVISIBLE CIGARETTE" EXHIBITION HAS BEEN CONDUCTED IN MAIN AREA WHICH HAS SHOWN THE INVISIBLE HARM FROM THIRD-HAND SMOKE BY USING EXPERIMENTAL.
-
THE RESULT :
-THIS WORK HAS BEEN BROADCASTED IN VARIOUS TYPE OF MEDIA SUCH AS WEBSITE / YOUTUBE OF THE ACTION ON SMOKING AND HEALTH FOUNDATION THAILAND, PR NEWS, NETWORK OF HEALTH & WELLNESS ORGANISATION AND PRESS RELEASE -SO MANY AUDIENCES HAVE VISITED "THE INVISIBLE CIGARETTE" EXHIBITION AND THEY HAVE SHARED ABOUT OUR CAMPAIGN IN THEIR SOCIAL MEDIAS AND ALSO INVITE FRIENDS TO VISIT, IT BECAME WOM AMONG PEOPLE THOSE WHO SMOKING AND NON-SMOKING.