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SUB CATEGORY :
ONLINE FILM: FOOD & BEVERAGES
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ENTRANT COMPANY :
OGILVY BANGKOK, BANGKOK
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TITLE :
FIGHT FOR THAIS' GUT
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BRAND :
DUTCHIE
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ADVERTISER :
DUTCH MILL CO., LTD.
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AGENCY :
OGILVY BANGKOK, BANGKOK
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CHIEF EXECUTIVE OFFICER :
JIRAVARA VIRAYAVARDHANA
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MANAGING PARTNER,
GROUP STRATEGY DIRECTOR :
SASIPA MONGOLNAVIN
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CHIEF CREATIVE OFFICER :
GUMPON LAKSANAJINDA
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EXECUTIVE CREATIVE DIRECTOR :
ARIYAWAT JUNTARATIP
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CREATIVE GROUP HEAD :
ATITAYA PROMSUWAN
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ART DIRECTOR :
GUMPON LAKSANAJINDA
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JUNIOR ART DIRECTOR :
BHURIPHAT NA SONGKHLA
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COPYWRITER :
PARAMEE KANJANITANON/GUMPON LAKSANAJINDA
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AGENCY PRODUCER :
YUTHAPONG VARANUKROHCHOKE/
GAIL-WALIN MUNKONGSUPALEARK
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GROUP BUSINESS DIRECTOR :
NIWAT RUNGRUANGWORAWAT
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SENIOR ACCOUNT DIRECTOR :
THANIDA SUSANTUD
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ACCOUNT ASSOCIATE :
SAOWANEE SIRITHONGPAIBOOL
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STRATEGY DIRECTOR :
BODIN WITTA
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SENIOR ASSOCIATE, STRATEGY :
NAPASORN SRIBURANASORN
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MEDIA AGENCY :
PRAKIT HOLDINGS PUBLIC COMPANY LIMITED, BANGKOK
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FILM PRODUCTION COMPANY :
SUNETA HOUSE, BANGKOK
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DIRECTOR :
TEERAPOL SUNETA
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DIRECTOR OF PHOTOGRAPHY :
CHALONGWUT CHORRUANGSAK
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GAFFER :
PHONGTHEP PHUSAWANG
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FILM PRODUCER :
CHANAPA PLOYARUNRUNG
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POST-PRODUCTION COMPANY :
POSITIVE5, BANGKOK
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EDITOR :
SARAWUT KAWEETHAMMAWONG
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COLORIST :
NATTACHA KHAJORNKIATSAKUL
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FLAME ARTIST :
THANNAWIT JIASUPPIBUL
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SOUND PRODUCTION COMPANY :
SOUND SPACE STUDIO CO., LTD., BANGKOK
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SOUND ENGINEER :
DANAI SUTHAMCHAREE
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ENGLISH SYNOPSIS :
Utilizing the concept of "a robber," a recognizable villain in Thai entertainment, this narrative features five robbery scenes symbolizing harm. The thieves, while appearing friendly, spread incorrect health information during these alarming scenarios.
The victims include a teenager with acne, a gym enthusiast,
a weight-conscious individual, an office worker with poor immunity, and a child suffering from constipation. Surprisingly, rather than panicking, these individuals engage the thieves in discussions about their health concerns, receiving and accepting misguided advice without verification.
In each scene, the Dutch Mill lady stands ready nearby, poised to intervene. She emerges as a hero, dispelling the falsehoods and providing accurate gut health facts, guiding Thais to care for their gut health correctly.
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ENGLISH CONTEXT EXPLANATION :
Thai people, particularly the younger demographic, are highly adept at using social media, often utilizing it as their primary search engine. They tend to favor influencers and YouTubers over established news outlets and credible healthcare professionals, inadvertently exposing themselves to misinformation from unreliable sources. A report from the Ministry of Digital Economy and Society indicates that in 2023, there were over 5,061 instances of online fake news, with approximately 44% relating to health products and services. This included distorted health information, misguided diets, and the refusal of medical treatment.
Moreover, Thais are influenced not only by the widespread misinformation on social media but also by longstanding cultural misconceptions about health passed down from older generations. For example, there is a belief that weight gain
is solely caused by genetics, or that sitting on the toilet for extended periods can effectively relieve constipation.
However, such health facts are often overlooked, leading to inadequate health management among Thai people.
This includes neglecting gut health, which has consequently resulted in an increase in colorectal cancer cases and other gut-related diseases.
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