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SUB CATEGORY :
ONLINE FILM: BEAUTY, HEALTH & PERSONAL CARE
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COMPANY ENTERING :
BBDO BANGKOK LIMITED, BANGKOK
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TITLE :
THIS COMMERCIAL DOESN'T UNDERSTAND YOU AT ALL
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BRAND :
CLEAN & CLEAR
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ADVERTISER :
JOHNSON & JOHNSON
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AGENCY :
BBDO BANGKOK , BANGKOK
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CHIEF EXECUTIVE OFFICER :
SOMKIAT LARPTANUNCHAIWONG
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CHIEF CREATIVE OFFICER :
THASORN BOONYANATE
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EXECUTIVE CREATIVE DIRECTOR :
THASORN BOONYANATE
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CREATIVE DIRECTOR :
WARUNYOO SORASETSAKOON
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ART DIRECTOR :
PHANUS SOBSAMAI
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COPYWRITER :
CHALERMLARP WIWAT-ARNUPARP
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AGENCY PRODUCER :
TOUNGRAK JIRAVATANARUNGSRI
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GROUP BUSINESS DIRECTOR :
TAKSINA VASARUCHAPONG
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ACCOUNT DIRECTOR :
MIRA KOMOLWANICH
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ACCOUNT EXECUTIVE :
PORNCHANOK WUTTITANAKORN
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STRATEGIC PLANNING DIRECTOR :
PRASIT KUNANUPHANCHAI
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FILM PRODUCTION COMPANY :
SALMON HOUSE, BANGKOK
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DIRECTOR :
BENZ THANACHART/VICHAI MATAKUL
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DIRECTOR OF PHOTOGRAPHY :
PAKE TANAPOL
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FILM PRODUCER :
PAWEENWAT TANGPIMAI
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POST-PRODUCTION COMPANY :
SALMON STUDIO, BANGKOK
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EDITOR :
BEAM WONG
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COLORIST :
AUDOMSAK THONGAIN
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SOUND PRODUCTION COMPANY :
SALMON STUDIO, BANGKOK
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SOUND DESIGNER :
SORAWIT WONGPIYA
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ENGLISH SYNOPSIS :
CLEAN&CLEAR IS A FOAMING FACE WASH BRAND FOR TEENAGERS. OUR CHALLENGE IS HOW TO CONNECT WITH TEENAGERS THESE DAYS WHILE THEIR LIFESTYLE AND BEHAVIOR ALWAYS CHANGE. HOW TO MAKE THEM THINK THAT CLEAN&CLEAR IS THE BRAND FOR THEM.
WE THINK A LOT ABOUT IT, BUT THE PROBLEM THAT WE’RE FACING IS VERY HUGE, A GENERATION GAP. THE IDEA HAS BEEN GENERATED FROM GEN-Y IN AGENCY, APPROVED BY GEN-B, SHOT BY GEN-X, HOW ON EARTH THAT WE CAN UNDERSTAND GEN-ALPHA OR LATE GEN-Z?
SO, WE COME UP WITH THE STRATEGY “ADMIT IT. WE DON’T UNDERSTAND TEENAGER”.
START BY LAUNCHING A FILM WE CALLED IT “THIS COMMERCIAL DOESN’T UNDERSTAND YOU AT ALL”, WE ARE COMPILING ALL STUFFS THAT MOST OF THE ADVERTISERS ASSUMING THAT TEENAGER LIKE IT, SUCH AS THE TEEN SLANG, RAP SONGS, COLORFUL OUTFITS, SKATEBOARD, ETC, WITH A TWIST THAT THE ONLY THING THAT TOTALLY UNDERSTANDS YOUR FACE IS CLEAN&CLEAR.
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