| Cannes Lions, 2014 | ||
|---|---|---|
| MOBILE LIONS | Social for Mobile: Innovative Use of Social for Mobile | SILVER |
| MIAF Awards 2014 | ||
| Digital advertising (campaigns) | Social media campaigns | Bronze |
| Asia Pacific Advertising Festival (AdFest) 2015 | ||
| DIRECT LOTUS | BEST USE OF SOCIAL MEDIA | Bronze |
| EFFECTIVE LOTUS | EFFECTIVE LOTUS - SMALL BUDGET | EFFECTIVE LOTUS |
Type of entry: Social for Mobile
Category: Innovative Use of Social for Mobile
Advertiser: THE LOUNGE HAIR SALON
Product/Service: HAIR DONATION CAMPAIGN
Agency: BBDO PROXIMITY THAILAND Bangkok, THAILAND
Client: THE LOUNGE HAIR SALON
Product: HAIR DONATION CAMPAIGN
Entrant: BBDO PROXIMITY THAILAND Bangkok, THAILAND
Type of Entry: Social for Mobile
Category: Innovative Use of Social for Mobile
Entrant Company : BBDO PROXIMITY THAILAND Bangkok, THAILAND
Advertising Agency : BBDO PROXIMITY THAILAND Bangkok, THAILAND
Production Company : MEOUR Bangkok, THAILAND
Chief Creative Officer: Suthisak Sucharittanonta (Bbbbdo And Proximity Thailand)
Art Director: Suthisak Sucharittanonta (BBDO AND PROXIMITY THAILAND)
Copywriter: Suthisak Sucharittanonta (BBDO AND PROXIMITY THAILAND)
Creative Director: Anuwat Nitipanont (Bbdo And Proximity Thailand)
Art Director: Anuwat Nitipanont (Bbdo And Proximity Thailand)
Copywriter: Anuwat Nitipanont (Bbdo And Proximity Thailand)
Art Director: Kantapon Metheekul (Bbdo And Proximity Thailand)
Copywriter: Piyakan Sirichankachorn (Bbdo And Proximity Thailand)
Copywriter: Peter Vaughn/Yves Oh (Bbdo And Proximity Thailand)
Account Director: Sureeporn Santisuk (BBDO And Proximity Thailand)
Account Manager: Tanyawan Wongapichart (Bbdo And Proximity Thailand)
Agency Producer: Suwanus Yibpikul (Bbdo And Proximity Thailand)
Creative Execution:
The Lounge Hair Salon posted photos of cancer patients who had lost their hair to their Instagram account, and then tagged followers who have long hair and encouraged to them to do the same. At first glance, people see ordinary photos of patients without hair but when they tap the pictures, a virtual wig made from tags appears.
Using Instagram’s ‘Tag People’ function, the posts effectively demonstrated the before and after effects of hair donation and proof that everyone has the potential to make difference in cancer patients’ lives.
• In 1 month, more than 600 kgs of hair were donated which is equal to 3,000 wigs.
• People who saw the posts reposted and tagged their friends creating more than 3,400,000 impressions and generated over 2 million baht in earned media value.
In Thailand, every year over 1,000 women lose their hair from undergoing chemotherapy for cancer treatment. For many of them, losing their hair is like losing their femininity. The Lounge Hair Salon wanted to help. They wanted to find a way to empower people to feel that they can make a difference and increase the number of donations to help cancer patients.
Idea
Instagram in Thailand has the 2nd largest number of user in the world, and The Lounge Hair Salon thought it would be the perfect medium to create awareness and drive hair donations with the HairTagProject – the world’s first Instagram campaign activated by the ‘Tag People’ function.