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SUB CATEGORY :
BRANDED MUSIC CONTENT
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COMPANY ENTERING :
BBDO BANGKOK, BANGKOK
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TITLE :
THE CLEFT CHOIR
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BRAND :
LISTERINE
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ADVERTISER :
JOHNSON & JOHNSON CONSUMER (THAILAND) LTD.
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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 :
CHANIKARN SITTHIAREE
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ART DIRECTOR :
PATTANAPOND KETRATHON
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COPYWRITER :
WORRAWAN CHAILERT
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AGENCY PRODUCER :
TOUNGRAK JIRAVATANARUNGSRI
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GROUP BUSINESS DIRECTOR :
TAKSINA VASARUCHAPONG
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GROUP ACCOUNT DIRECTOR :
MIRA KOMOLWANICH
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ACCOUNT MANAGER :
PORNCHANOK WUTTINAKORN
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STRATEGIC PLANNING MANAGER :
PRAEWPAKORN CHUMSAI NA AYUDHAYA
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HEAD OF BRAND & DIGITAL PLANNING :
PRASIT KUNANUPHANCHAI
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FILM PRODUCTION COMPANY :
UNBOXNOW, BANGKOK
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DIRECTOR :
THAY LITTICHAI
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DIRECTOR OF PHOTOGRAPHY :
PHAKLAO JIRAUNGKOONKUN
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EXECUTIVE PRODUCER :
ARUNWAN SO
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FILM PRODUCER :
LUKSAWAN KAYEE
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POST-PRODUCTION COMPANY :
UNBOXNOW, BANGKOK
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EDITOR :
JINNAPHAT THAMMASAN
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SOUND PRODUCTION COMPANY :
THE FLYING TOMATO MUSIC CO.,LTD., BANGKOK
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MUSIC ARRANGER :
BOYD KOSIYABONG
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MUSIC COMPOSER :
BOYD KOSIYABONG
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OTHER SOUND PRODUCTION CREDITS :
ARTHIT VONGMETTA (MELLOW TUNES CO.,LTD.)/
KORAWAT SANGTAWEEP (MELLOW TUNES CO.,LTD.)/
SUPAVIT KUMKOON (MELLOW TUNES CO.,LTD.)
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CAMPAIGN SUMMARY :
Each year, over 1,000 children in Thailand are born with cleft lips and palates. Without proper surgery, they face various developmental issues, significantly affecting their ability to speak, eat, and breathe.
Listerine believes that healthy breath and mouth should be accessible for everyone. Instead of showing a pitiful fundraising campaign, we show Thais what a healthy mouth can achieve. If breathing is difficult for cleft, what if they can sing?
We introduced “The Cleft Choir,” a campaign to drive fundraising by illustrating the possibilities of a healthy mouth. A choir of children who had undergone successful cleft surgeries was formed to raise donations for their peers awaiting surgery. They performed Thailand’s hit song “You’re my breath” without instruments, using only their voices, led by popular composer Boyd Kosiyabong. Viewers were invited to join by scanning a QR code on Listerine packs.
Results:
• The music video gained over 20 million views.
• 88 million media impressions were recorded.
• 10 million in PR value was achieved.
• Most importantly, 50 children with clefts received surgery.
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CREATIVITY/IDEA/INSIGHT :
Background:
Each year, more than 1,000 children in Thailand are born with cleft lips and palates. Those who don’t receive proper surgery face a variety of issues. Many develop at a much slower rate. A cleft lip or palate affects your ability not only to speak but also to eat and breathe.
Listrine is a brand that promotes oral wellness. The brand decided to do a fundraising campaign to help underprivileged Thai children born with cleft lips to receive vital surgery.
“The Cleft Choir”. A joyful uplifting campaign to drive fundraising efforts by helping Thais see what healthy mouth can achieve.
We formed a unique choir made of children who had received proper cleft surgery to seek donations to help their cleft-affected friends.
They performed a special version of Thailand's all-time mega-hit love song “You’re my breath” to convey a message of love from cleft children.
We re-arrange this iconic song into new version, without any instruments, by using only their voices and their fresh breath.
This was led by Thailand’s most popular music composer Boyd Kosiyabong and his team.
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STRATEGY :
Listerine believes that healthy breath and mouth should be accessible for everyone.
Instead of showing pitiful fundraising campaign, we show Thais what healthy mouth can achieve. If breathing is difficult for cleft, what if they can sing?
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EXECUTION :
“The Cleft Choir”. A joyful uplifting campaign to drive fundraising efforts by helping Thais see what healthy mouth can achieve.
We formed a unique choir made of children who had received proper cleft surgery to seek donations to help their cleft-affected friends. They performed a special version of Thailand's all-time mega-hit song “You’re my breath” without any instruments, by using only their voices and their fresh breath. This was led by Thailand’s most popular music composer Boyd Kosiyabong and his team. We invited viewers to join the choir, by scanning QR code on the Listrine pack to sing along with the cleft choir.
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RESULT :
The music video received 20+ million views
88 Million media Impression
10 Million PR Value
Most importantly, 50 cleft children received surgery
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URL :
