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  • SUB CATEGORY :
    LOTUS ROOTS
  • COMPANY ENTERING :
    WUNDERMAN THOMPSON THAILAND, BANGKOK
  • TITLE :
    READY-TO-GO UNIFORMS
  • BRAND :
    WACOAL
  • ADVERTISER :
    WACOAL THAILAND
  • AGENCY :
    WUNDERMAN THOMPSON THAILAND, BANGKOK
  • MANAGING DIRECTOR :
    PARATTAJARIYA JALAYANATEJA
  • CHIEF CREATIVE OFFICER :
    JOAO BRAGA
  • EXECUTIVE CREATIVE DIRECTOR :
    PARK WANNASIRI
  • CREATIVE DIRECTOR :
    URAIWAN PONGTHAVORNSAWAT
  • COPYWRITER :
    VEERAWIN SUKSANTINUNT/PIYAWAT CHAIYABUNPHATTHARAKUN
  • ART DIRECTOR :
    NICATE LEELACHUTIPONG
  • COSTUME DESIGNER :
    TIN TUNSOPON
  • ACCOUNT DIRECTOR :
    NUTTAWUT BOONPAN
  • ACCOUNT MANAGER :
    PAPHAWEE RATTANACHAI
  • STRATEGIC PLANNING DIRECTOR :
    SAKILA BANYEN
  • SENIOR PROJECT MANAGER :
    SAOWARAK VONGSAKULPAISAL
  • PR DIRECTOR :
    SARUTTAYA MAHANAVARANI
  • PR MANAGER :
    PATTIRA UTTARANAKORN
  • EXECUTIVE PR :
    PORNTHIP SARIKA
  • DIRECTOR :
    WASAKORN KHUMKLAOWIRIYA
  • CINEMATOGRAPHER :
    PHOOBES CHANTAWIANANKIT
  • ASSISTANT CAMERA :
    CHAWAN CHOMSUP
  • EXECUTIVE PRODUCER :
    CHOTITA SAIYUD
  • FILM PRODUCER :
    SAWANYA JUMCHART
  • ART AND PROPS :
    PRUKSATHIP SAWANTRAT/BENJAMAPORN LIMRATEEPONG
  • MAKE UP :
    KIRANAPAT THANASUKSRIRAT
  • EDITOR :
    WIRAYUT BUTRART/KUNAT CHAENGCHARAT
  • COLORIST :
    PHIRADON WITCHARONASORN
  • CULTURAL CONTEXT EXPLANATION :
    IN THAILAND, STUDENTS HAVE TO WEAR UNIFORMS FROM KINDERGARTEN ALL THE WAY TO UNIVERSITY. WORST, VIOLATIONS OF UNIFORM CODES CAN TURN INTO SEVERE PUNISHMENTS. SELF-EXPRESSION GETS SERIOUSLY SUPPRESSED.
  • CAMPAIGN SUMMARY :
    TO LAUNCH ITS NEW BRA COLLECTION ‘GO GIRLS’, WACOAL DECIDED TO DO MORE THAN JUST ADVERTISE ITS PRODUCT BENEFITS BUT INSTEAD THEY DECIDED TO MAKE A STATEMENT. BY CREATING THE READY-TO-GO UNIFORMS, WACOAL EXPRESSES THEIR BELIEF THAT GIRLS SHOULD BE ABLE TO EXPRESS THEMSELVES FREELY AND NOT BE CONFORMED WITH WACOAL BRAS ALWAYS THERE TO SUPPORT THEM IN EVERY ACTION. SO, IN COLLABORATION WITH THAI FORWARD-THINKING DESIGNER, WACOAL LAUNCHED ‘READY-TO-GO UNIFORM,” A COLLECTION OF UNIFORM THAT TRANSFORMS ITSELF THE MOMENT GIRLS STEP OUT OF SCHOOL. THIS WAY GIRLS CAN EXPRESS THEMSELVES JUST THE WAY THEY WANT.
  • THE BRIEF :
    WACOAL WANTED TO LAUNCH ITS NEW “GO GIRLS” COLLECTION, A COLLECTION THAT IS COMFORTABLE TO WEAR IN EVERY ACTION FOR GIRLS. BUT THEY WANT TO DO MORE THAN JUST ADVERTISE IT AS JUST ANOTHER BRA, THEY WANTED TO SHOW THEIR BELIEF THAT GIRLS SHOULD BE ABLE TO EXPRESS THEMSELVES FREELY WITH WACOAL ALWAYS THERE TO SUPPORT THEM.
  • THE STRATEGY :
    AS THE MAIN TARGET FOR THE PRODUCTS ARE TEENAGE GIRLS, WE THOUGHT OF HOW VITAL IT IS FOR THEM TO BE ABLE TO FIND THEMSELVES IN THIS STAGE OF THEIR LIVES. BUT THAT’S HARD TO DO SO IN THAILAND, EVEN MORE SO IN SCHOOLS WHERE THERE ARE STRICT RULES THAT ARE THERE TO MAKE THEM CONFORM. SO, WE CREATED A NEW KIND OF UNIFORM THAT CAN TRANSFORM ITSELF INTO SOMETHING MORE SO THAT GIRLS CAN EXPRESSES THEMSELVES MORE FREELY AFTER SCHOOL. THEN, WE LAUNCHED THE IDEA WHERE WE KNEW GIRLS WERE AND TEACHERS NOT: ANIMAL CROSSINGS.
  • THE EXECUTION :
    IN COLLABORATION WITH THAI FORWARD-THINKING FASHION DESIGNER, WACOAL CREATED “READY-TO-GO UNIFORMS,” A COLLECTION OF UNIFORM THAT TRANSFORMS ITSELF THE MOMENT GIRLS STEP OUT OF SCHOOL. THIS WAY GIRLS CAN EXPRESS THEMSELVES JUST THE WAY THEY WANT. WE LAUNCHED THE COLLECTION ONLINE, STARTING WITH THE PLACE WE THINK GIRLS WERE AND TEACHERS WERE NOT PRESENT: ANIMAL CROSSINGS GAME. THEN, THE COLLECTION BECAME VIRAL ON TWITTER OVERNIGHT WITH OVER 50K SHARES.
  • THE RESULT :
    READY-TO-GO UNIFORMS SPREAD LIKE WILDFIRE FROM SCHOOL TO SCHOOL, LEADING INTO THE MAKING OF A VIRAL MUSIC VIDEO. MOST IMPORTANTLY, THE COLLECTION SPARKED A DEBATE IN THE SOCIETY AND INSPIRED A MOVEMENT TO RETHINK SCHOOL UNIFORMS ROLE LED BY THAI STUDENTS ACROSS THE COUNTRY. AS A RESULT, WE GAINED USD 5.3 MILLION PR VALUE AND 174% INCREASE IN BRA SALES ON MONTH OF THE LAUNCH.