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SUB CATEGORY :
VIRAL FILM
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ENTRANT COMPANY :
OGILVY BANGKOK, BANGKOK
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TITLE :
THE BOXER
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BRAND :
COLGATE
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ADVERTISER :
COLGATE-PALMOLIVE (THAILAND) LTD.
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AGENCY :
OGILVY BANGKOK, BANGKOK
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CHIEF EXECUTIVE OFFICER :
JIRAVARA VIRAYAVARDHANA
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REGIONAL EXECUTIVE DIRECTOR :
DANIEL CULLEN
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GLOBAL CHIEF CREATIVE OFFICER :
LIZ TAYLOR/FRED SALDANHA
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CHIEF CREATIVE OFFICER APAC :
REED COLLINS
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CHIEF CREATIVE OFFICER :
GUMPON LAKSANAJINDA
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REGIONAL EXECUTIVE CREATIVE DIRECTOR :
KENNY CHOO
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EXECUTIVE CREATIVE DIRECTOR :
ANDREW CHU
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CREATIVE DIRECTOR :
DUNSTAN LEE
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CREATIVE GROUP HEAD :
PUNYARUK BAINGERN
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ART DIRECTOR :
GUMPON LAKSANAJINDA/ANDREW CHU/
NATNICHA KAJKUMJOHNDEJ
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SENIOR COPYWRITER :
PICHAYA CHULIKAVIT
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COPYWRITER :
GUMPON LAKSANAJINDA/ANDREW CHU
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AGENCY PRODUCER :
PIYABUTR ATISOOK
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PROJECT MANAGER :
YUWARAT SIRISAMANJITTIKUL
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TRAFFIC MANAGER :
NAPHACHANOK PHIANSA
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SENIOR ANIMATOR & EDITOR :
PARITAT SUPAPORNE
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GROUP BUSINESS DIRECTOR :
KWANMADA TONGTON
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ACCOUNT DIRECTOR :
THAYANEE DECHADEE
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ACCOUNT ASSOCIATE :
NAPATRA PUNNACHAIYA
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MEDIA AGENCY :
WAVEMAKER, BANGKOK
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FILM PRODUCTION COMPANY :
HOGARTH, BANGKOK/UNDERDOC FILM, BANGKOK
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DIRECTOR :
NOTTAPON BOONPRAKOB
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DIRECTOR OF PHOTOGRAPHY :
PHAKLAO JIRAUNGKOONKUN/NATDANAI NAKSUWARN
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CINEMATOGRAPHER :
YOSSAWAT SITTIWONG
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PHOTOGRAPHER :
SUPARATCH WATCHRA-AMPHAIWAN (FREELANCE)
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GAFFER :
WITHUN SORASIT
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ASSISTANT DIRECTOR :
SIWAWUT SEWATANON
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FILM PRODUCER :
PRAKASIT PATRATHIRANOND/SIRILUG PONGSAWALEE/
SONGPHON JANTHARASOM
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EDITOR :
TIMOTHY LEE (HOGARTH)
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POST-PRODUCTION COMPANY :
BASE CAMP PA, BANGKOK
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EDITOR :
BHERADOL AMARIN
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OFFLINE EDITOR :
AARON FUKS (NO LEMON NO MELON)
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COLORIST :
NITISARD PRASATPOHN
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SOUND PRODUCTION COMPANY :
MELLOW TUNES, BANGKOK
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SOUND ENGINEER :
ARTIT VONGMETTA
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SOUND PRODUCER :
NATTAKARN BOONTHANOM
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MUSIC COMPOSER :
POKPONG JITDEE/LUCAS MAYER (DAHOUSE)
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MUSIC PRODUCER :
CAROL MASSETI (DAHOUSE)
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ENGLISH SYNOPSIS :
Inside a stadium, two female Muay Thai fighters exchange punches in the middle of the boxing ring. Alisa 'Tri' is suddenly knocked down, and the referee starts the count for her to get back up.
Each count is paralleled to one of the setbacks that life has thrown at her, starting from the moment she discovered that
she was pregnant. As the count goes on, each setback also becomes harder for her to overcome and increasingly more dramatic, until she reaches a point where it seems much easier to just give up.
Just before the count is over, she is awakened by the call of
her daughter and sees her daughter’s Yimsu smile, which has
the power to give her all the strength needed to rise up stronger.
At the moment Tri smiles back at her daughter, a caption reveals that the plot was inspired by Tri’s real-life story.
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ENGLISH CONTEXT EXPLANATION :
In Thailand, while most commercial portray mothers as perfect smiling home makers within the perfect ideal of family,
the number of single parents in Thailand has risen to 1.34 million,
with 80% of them being single mothers.
Lacking support from Thai society, single mothers face hardship in their everyday lives all by themselves, they are often stigmatized as inadequate mothers incapable of providing their children with a better future.
As a brand that believes everyone deserves a future worth smiling about, Colgate wanted to celebrate a smile that’s
much more authentic and powerful, the “Yimsu” smile of Alisa “Tri” Yoohanngoh, a single mother & professional boxer, in a film based on her real life story.
The film captures all the struggles in her daily life, comparing them to the fight inside the boxing ring to demonstrate how her “Yimsu” spirit empowers her to never give up.
By reaching 14 million people within just 24 hours and accumulating a total of over 57.6 million views and counting,
we have been generated 100% positive reactions, inspired thousands of people to share their appreciation and support on social media.
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URL :
