SUB CATEGORY :

EXHIBITIONS & INSTALLATIONS

ENTRANT COMPANY :

OGILVY BANGKOK, BANGKOK

TITLE :

KIKI VOICE

BRAND :

CANESBALANCE

ADVERTISER :

BAYER THAI CO., LTD.

AGENCY :

OGILVY BANGKOK, BANGKOK

CHIEF EXECUTIVE OFFICER :

JIRAVARA VIRAYAVARDHANA

MANAGING DIRECTOR :

METTIPAPAN TONGTON

MANAGING PARTNER, STRATEGY DIRECTOR :

SASIPA MONGOLNAVIN

CHIEF CREATIVE OFFICER :

GUMPON LAKSANAJINDA

EXECUTIVE CREATIVE DIRECTOR :

SUPPARAT THEPPARAT

CREATIVE DIRECTOR :

TRIRAT SETHABUTR

CREATIVE GROUP HEAD :

PERAWICH CHAROENPHAN

ART DIRECTOR :

GUMPON LAKSANAJINDA

SENIOR ENGLISH COPY SPECIALIST :

KRIS GARFORD SPINDLER

SENIOR COPYWRITER :

PITCHAYA INTAPHRAE

COPYWRITER :

GUMPON LAKSANAJINDA

BUSINESS DIRECTOR :

SUJIRA SRIVARAKIAT

ACCOUNT MANAGER :

TREEPOOM VISARTSAKUL

ACCOUNT ASSOCIATE :

LAPATRADA MINCHAROEN

ASSOCIATE, STRATEGY :

NUNNAPAT COOK

FILM PRODUCTION COMPANY :

RTITSTUDIO, BANGKOK

PRODUCTION PRODUCER :

KWANRUDEE ARTIT

DESIGN DIRECTOR & CURATOR :

KWANRUDEE ARTIT

MEDICAL CONSULTANTS :

THANVARAT TILAGUL (OBSTETRICS AND GYNAECOLOGY)

POST-PRODUCTION COMPANY :

SHOWA SHOWA, BANGKOK

MANAGING DIRECTOR :

PATARAON POONSAWAT

EDITOR & COLOR GRADING :

PUTTHIPAT PRIKINIJCHAI

ANIMATOR :

BENJAWAN SUKONTHASING

PRODUCER :

KITSADA PISITSART

CO-PRODUCER :

ALISA LIMSUTHASEE

DIRECTOR :

WARUT WIMOLKUNARAK

CAMERA A :

TANAKORN KRAILASSUWAN

CAMERA B :

NATAKORN KOSONKULSIRI

ASSISTANT DIRECTOR :

TREENUD LEELAWASIN

NARRATOR :

AMISA RAKSIAM

CAMPAIGN SUMMARY :

In Thailand, cultural norms dictate that women adhere to specific boundaries regarding sexual expression, causing many to feel embarrassed to discuss intimate health openly. Moreover, limited sex education leaves women with little understanding of their own bodies, despite daily signs, such as odor and discharge, that communicate health needs. This lack of dialogue and awareness results in negative health outcomes, including delayed diagnoses that put women's health at greater risk. (Thailand reports up to 27 new cases of cervical cancer daily.)

Canesbalance, the bacterial vaginosis gel, aims to spark nationwide change. Collaborating with medical experts, we crowdsourced and explored key misconceptions affecting Thai women's intimate health and found that euphemistic terms like "kiki" are often used to refer to the vagina to reduce discomfort regarding the topic. We empowered the term “kiki” through art, connecting more deeply with Thais amid a growing art culture. The “KiKi Voice” immersive experience, created with leading artists, transformed untold stories into compelling narratives using directional audio. This initiative engages contemporary audiences through interactive art, reducing the stigma around intimate health education. Our goal is to foster understanding, encourage open dialogue, and improve health outcomes for Thai women.

Visiting KiKi Voice publicly marks a courageous first step for woman all over Thailand. What began as a small art experience quickly shifted mindsets and sparked nationwide conversations, with a 294% increase in exhibition visitors (the most visitors the event venue has ever seen before) and a 49% boost in sales that broke a 4-year record. Even after the event, “Kiki Voice” continued to generate over 7.2 million engagements on this previously taboo topic and make “kiki” a term people could use openly without shame. By normalizing the conversation, we can empower women to speak and achieve improved health outcomes.

CREATIVITY/IDEA/INSIGHT :

Due to cultural norms, many Thai women are embarrassed to discuss intimate health openly. Moreover, limited sex education leaves women with little understanding of their own bodies, even though their vagina or “kiki” sends signs, such as odor and discharge, that communicate health needs. This lack of dialogue and awareness results in negative health outcomes, including delayed diagnoses that put women's health at greater risk.

We, therefore, wanted to create a space where women can learn about their intimate health without shame and understand what Kiki is saying to them. To give Kiki a voice and empower Thai women, we utilized multi-sensorial experiences to encourage active learning and open sharing, making the topic of sexual health more fun to engage with and less embarrassing to discuss.

STRATEGY :

Canesbalance wanted to connect to Thai women nationwide, and did so through art.

Art is a rising culture across the nation as Thais, especially Gen-Zs, use artistic events like Design Week and Wonderfruit Festival as social currency to create shareable content. The female body is also openly represented in art spaces, leaving an opportunity to discuss women’s sexual health without stigma.

Our strategy was to bring Kiki’s voice to life and normalize conversations through an immersive, multi-sensorial exhibition designed for learning, talkability, and shareability. By turning to art and the “edutainment” approach, we can overcome cultural barriers, make the topic of sexual health easier to digest, and help women recognize their intimate health symptoms.

EXECUTION :

Could a single 50-square-meter room make a nationwide impact?

The immersive Kiki Voice art experience opened from July 11 to August 3 in Bangkok, including seven zones that featured works by twelve leading Thai artists.

The centerpiece of the exhibition is a giant installation of KiKi that is suspended from the ceiling. We brought Kiki to life by modeling her after a pair of lips that can talk directly to visitors using directional audio, telling them untold stories about Kiki and flipping the narrative from shame to empowerment.

In the other exhibition zones, visitors can “listen” to Kiki’s voice in various ways. From artworks where they can feel the vagina’s different shapes, to creative flower displays where they can explore all types of vaginal discharge, and smelling stations where they can learn about Kiki’s various scents in different stages of health. This initiative engages contemporary audiences through interactive art, reducing the stigma around intimate health education. Our goal was to foster understanding, encourage open dialogue, and ultimately improve disease prevention and health outcomes for Thai women.

RESULT :

Visiting KiKi Voice publicly marks a courageous first step for woman all over Thailand. What began as a small art experience quickly shifted mindsets and sparked nationwide conversations, with a 294% increase in exhibition visitors (the most visitors the event venue has ever seen before) and a 49% boost in sales that broke a 4-year record. Even after the event, “Kiki Voice” continued to generate over 7.2 million engagements on this previously taboo topic and make “kiki” a term people could use openly without shame. By normalizing the conversation, we can empower women to speak and achieve improved health outcomes.