SUB CATEGORY :

LOTUS ROOTS

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

CULTURAL CONTEXT EXPLANATION :

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. MAJORITY OF THAI FARMERS ARE STILL CULTIVATEING RICE THROUGH TRADITIONAL TECHNIQUES. THIS LEAVES THEM 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. 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.