SUB CATEGORY :

USE OF PRINT & CONVENTIONAL OUTDOOR

COMPANY ENTERING :

FLASH BOMBER, BANGKOK

TITLE :

THE ADS THAT YOU CAN KICK

BRAND :

HEINEKEN EXPERIENCE SILVER

ADVERTISER :

TAP TRADING CO., LTD.

AGENCY :

FLASH BOMBER, BANGKOK

CHAIRMAN :

THANASORN JANEKANKIT

CHIEF CREATIVE OFFICER :

THANASORN JANEKANKIT

EXECUTIVE CREATIVE DIRECTOR :

THANASORN JANEKANKIT

CREATIVE DIRECTOR :

SUPACHAI LIMVUTIVONG

ART DIRECTOR :

NATTAKIT SATITVIBOON

COPYWRITER :

SUPACHAI LIMVUTIVONG/THANASORN JANEKANKIT

EXECUTIVE PRODUCER :

NUTCHA MAUTHORN

AGENCY PRODUCER :

SUCHAYA PANJALAK

ACCOUNT DIRECTOR :

JITLADA DETCHUCHAI

ACCOUNT EXECUTIVE :

KULSINEE THATINJAN

FILM PRODUCTION COMPANY :

CINE HOUSE, BANGKOK

DIRECTOR :

PAWARUTH LOKRUD

CINEMATOGRAPHER :

PAWARUTH LOKRUD/NATTAKANT LUENGPHIPHATCHAI

EDITOR :

PAWARUTH LOKRUD

CAMPAIGN SUMMARY :

"Heinekicks" is a sneaker concept created by Publicis Le Pub/BBH and expertly crafted by the renowned shoemaker Dominic Ciambrone from The Shoe Surgeon. With just 32 pairs in existence worldwide, this remarkable sneaker has become an exclusive must-have for sneaker enthusiasts and collectors alike. "Heineken Experience Silver" is a fashion brand in Thailand that imported only one pair into the country, in size 9 US. Now the question is, how can we locate the right individual to become the owner of this one-of-a-kind pair of Heinekicks?
The 'Ads That You Can Kick' campaign utilizes specific media to encourage sneakerheads and collectors to kick, measuring their shoe size and finding the Cinderella fit for these sneakers. This enables them to showcase the shoes they wear and makes it easy for them to have fun by simply kicking onto our posters.
We created a poster to measure shoe size 9 US and placed them throughout the city. Designing posters using the most basic material, paper, and encouraging people to step on them aligns perfectly with the street fashion subculture.
All you have to do is kick to measure. Take a picture and share it on social media.”
If the size is correct, you have a chance to win this pair of Heinekicks.
We print waterproof street posters for measuring shoe sizes, in A3 size. The price per sheet is 0.28 USD.

CREATIVITY/IDEA/INSIGHT :

"THE ADS THAT YOU CAN KICK"
The idea is to find the Cinderella fit for these sneakers; only those whose foot size matches perfectly will have a chance to own them. So, we created an advertisement encouraging everyone to kick and measure their foot size. It's a simple process - just place your foot on the foot sizer, and if it fits, snap a photo and share it on social media for a chance to win this ultimate limited edition pair of sneakers.

STRATEGY :

We are devising a strategy to engage our target audience, including sneakerheads and collectors alike, in our campaign. We believe that individuals in these groups enjoy showcasing the shoes they wear on social media. Therefore, the strategy of stepping on posters to measure shoe size is akin to having them exhibit the shoes they're wearing themselves. Street posters are strategically placed throughout the fashion areas of Bangkok.

EXECUTION :

We created a poster to measure shoe size 9 US. Bombard the city.
All you have to do is kick to measure.
Take a picture
and share it on social media.
If the size is correct, you have a chance to win this pair of Heinekicks.
We decision to design posters using the most basic material, paper, and encourage people to step on them aligns perfectly with the street fashion subculture.

RESULT :

New brand Heineken Experience Silver achieves a 325% increase in awareness
and media value worth 3 million baht.