SUB CATEGORY :

DIRECTING

COMPANY ENTERING :

OGILVY GROUP THAILAND, BANGKOK

TITLE :

UNDER MY SKIN

BRAND :

THAI LIFE INSURANCE

ADVERTISER :

THAI LIFE INSURANCE

AGENCY :

OGILVY GROUP THAILAND, BANGKOK

CHIEF EXECUTIVE OFFICER :

JIRAVARA VIRAYAVARDHANA

CHIEF CREATIVE OFFICER :

GUMPON LAKSANAJINDA

EXECUTIVE CREATIVE DIRECTOR :

DENCHAI KHEEREERAK

ART DIRECTOR :

SANTIRAS SIRIMART/KATUNYOO THONGTIP/
GUMPON LAKSANAJINDA

COPYWRITER :

VISAYA SOSOTHIKUL/GUMPON LAKSANAJINDA

AGENCY PRODUCER :

YUTHAPONG VARANUKROHCHOKE

BUSINESS DIRECTOR :

BONGKOCH KHUNWITHAYA

ACCOUNT DIRECTOR :

CHIDYANATE PROMKASIKORN

STRATEGIC PLANNING DIRECTOR :

SASIPA MONGOLNAVIN

FILM PRODUCTION COMPANY :

PHENOMENA, BANGKOK

DIRECTOR :

THANONCHAI SORNSRIWICHAI

DIRECTOR OF PHOTOGRAPHY :

SUTTHICHAI LUANGAMORNLERT

GAFFER :

PHONGTHEP PHUSASAWANG

FILM PRODUCER :

PLOYCHAYAPHA PHANJIRAMON

POST-PRODUCTION COMPANY :

WHITE LIGHT STUDIO, BANGKOK

EDITOR :

MANOP BOONWIPAS

COLORIST :

SARAYOUTH PHUKSAWATTANACHAI

FLAME ARTIST :

PARSON THIRAWAT

SPECIAL EFFECTS COMPANY :

X1, BANGKOK

SOUND PRODUCTION COMPANY :

CINE DIGITAL SOUND STUDIO, BANGKOK

MUSIC COMPANY :

BANANA SOUND STUDIO

SOUND DESIGNER :

WUTHICHAI KARNCHANAKAN

SOUND ENGINEER :

WUTHICHAI KARNCHANAKAN

SOUND PRODUCER :

WUTHICHAI KARNCHANAKAN

MUSIC ARRANGER :

TERDSAK JANPAN

MUSIC COMPOSER :

TERDSAK JANPAN

ENGLISH SYNOPSIS :

“Under My Skin” addresses the cultural issue of bullying, which creates scars and long-term impact on millions of children throughout generations while remaining unacknowledged. We decided to communicate the idea through a controversial story in the exhibition to silence the ‘loud’ labels that inflict wounds and make victims question their own values, shifting towards a culture that encourages them to stand up for themselves. The film tells the story of a girl who is a victim of vicious name-calling and who nonetheless decides to stand up for what she thinks is right with a key message, “the only thing people will remember them for will be their actions, not their external qualities.” The film employs a dramatic approach to spur the emotions of Thai people with the unstated reality, along with a storytelling method which keeps viewers guessing through the eyes of the victim.

ENGLISH CONTEXT EXPLANATION :

Thailand has the second highest reported cases of bullying in the world. Every year, 40% of total number of students are bullied. Verbal bullying is the most common form.
This partly stems from an ingrained culture of name-calling which demeans people based on physical appearance. Such characteristics include being too fat or too small, too tall or too short, having a darker or lighter skin tone than others. Media such as Thai dramas have long portrayed this as something people could laugh at. Elementary school textbooks also include exercises which teach students on what is ugly and what is beautiful based on appearance. This abnormal practice has been normalised, seen as harmless teasing by the perpetrators and society at large.
For the victims of such ‘teasing,’ these words wound them, leaving lifelong mental scars as they are often remembered by their demeaning names for the rest of their lives.