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  • SUB CATEGORY :
    MERCHANDISING/IN-STORE EXPERIENCE
  • COMPANY ENTERING :
    WUNDERMAN THOMPSON THAILAND, BANGKOK
  • TITLE :
    SHELTER SIGNBOARD
  • BRAND :
    MONGKUT FERTILIZER
  • ADVERTISER :
    MONGKUT FERTILIZER
  • AGENCY :
    WUNDERMAN THOMPSON THAILAND, BANGKOK
  • MANAGING PARTNER :
    VICHIEN TECHABUNYAT
  • MANAGING DIRECTOR :
    PARATTAJARIYA JALAYANATEJA
  • CHIEF CREATIVE OFFICER :
    PARK WANNASIRI
  • CREATIVE DIRECTOR :
    CHATCHAI BUTSABAKORN
  • ART DIRECTOR :
    YANNAPAT BOONKATE/NATTANAN SUTDEE
  • COPYWRITER :
    KUNAT CHAENGCHARAT
  • ACCOUNT DIRECTOR :
    WASNA JIRASURADEJ
  • ACCOUNT MANAGER :
    PUFAH NUNTAVISIT
  • CAMPAIGN SUMMARY :
    Thailand is the world’s largest rice exporter with more than a million rice farmers nationwide breaking their backs daily to satisfy global consumption needs. With Thailand’s tremendous hot weather, toiling at the paddy field daily in extreme heat sometimes reaching 44.6°C is not only tiring but also dangerous to their health. Many farmers live by their lands and works 80 hours a week in this condition with no other choice. Yearly, there are 38 death cases reported of farmers dying of heat stroke alone. Mongkut Fertilizer, the country’s leading agricultural fertilizer wants to back the health of Thai farmers with a simple but life changing solution – Shelter Signboard. The Shelter Signboard is not just a signboard. It is custom-made and researched to reduce heat from the scorching sun by 3°C -4°C. It’s reflective paint reflects back direct sunlight allowing shelter for farmers whilst they work on the fields. 20,000 signboards were handed out to farmers nation wide within 1 month. Sales representatives from Mongkut Fertilizer joined the fields to greet the farmers and provided demonstration and education on the usage of these Shelter Signboards. To share our sincerest gratitude to all these farmers feeding the nation with their sweat and tears, these signboards were printed with messages of cheers and appreciation for their hard work. The Shelter Signboard became the most wanted premium in the farmer’s community. It’s massive popularity spread organically offline and online and even inspired other farmers to create their own Shelter signboard! Even with zero media budget, this initiative gained THB10mil free PR with nationwide news coverage. It created so much positive news that the Thai government even also joined in to support our innovation by taking this initiative nationwide and focusing more on health of farmers.
  • THE BRIEF :
    PROBLEM Thailand is the world's largest rice exporter with over 1 million rice farmers nationwide. The country is known for 3 seasons: summer, really hot summer, and really damn hot summer. This leaves the farmers no choice but to be exposed to extreme heat for 80 hours a week, which results in up to 38 heatstroke-related deaths in rice fields every year.
  • THE STRATEGY :
    Mongkut Fertilizer, the country’s leading agricultural fertilizer wants to back the health of Thai farmers with a simple but life changing solution – Shelter Signboard. The Shelter Signboard is not just a signboard. It is custom-made and researched to reduce heat from the scorching sun by 3°C -4°C. It’s reflective paint reflects back direct sunlight allowing shelter for farmers whilst they work on the fields.
  • THE EXECUTION :
    Introducing “Shelter Signboard”, a simple solution that saves Thai farmers’ lives. Thanks to the use of reflective paint, the signboards provide shelter for farmers by lowering the heat by 3-4°C. We gave them to farmers around the country in areas ranging from the highest to lowest temperatures, which offers not only protection, but words of encouragement as well. 20,000 signboards were handed out to farmers nation wide within 1 month. Sales representatives from Mongkut Fertilizer joined the fields to greet the farmers and provided demonstration and education on the usage of these Shelter Signboards. To share our sincerest gratitude to all these farmers feeding the nation with their sweat and tears, these signboards were printed with messages of cheers and appreciation for their hard work. The Shelter Signboard became the most wanted premium in the farmer’s community. It’s massive popularity spread organically offline and online and even inspired other farmers to create their own Shelter signboard!
  • THE RESULT :
    -10M+ BAHT PR VALUE WITH 0 MEDIA BUDGET -OVER 20,000 SIGNBOARDS GIVEN