HHK INTERTRADE: RETURN OF THE ASHES

Credits & Description:

Type of entry: Use of Promo & Activation
Category: Use of Exhibitions and Digital Installations
Advertiser: HHK INTERTRADE
Product/Service: CARAN DACHE & FOREST CONTROL
Agency: OGILVY & MATHER Bangkok, THAILAND

Client: HHK INTERTRADE
Product: CARAN DACHE & FOREST CONTROL
Entrant: OGILVY & MATHER Bangkok, THAILAND
Type of Entry: Use of Promo & Activation
Category: Use of Exhibitions and Digital Installations
Entrant Company : OGILVY & MATHER Bangkok, THAILAND
Advertising Agency : OGILVY & MATHER Bangkok, THAILAND

Chief Creative Officer: Nopadol Srikieatikajohn (Ogilvy/Mather/Thailand)
Executive Creative Director: Wisit Lumsiricharoenchoke (Ogilvy/Mather/Thailand)
Creative Director: Thanawat Chongmahakul (Ogilvy/Mather/Thailand)
Copywriter: Puripong Limwanatipong (Ogilvy/Mather/Thailand)
Copywriter: Kris Garford Spindler/Ratee Ngarmniyom (Ogilvy/Mather/Thailand)
Art Director: Nopadol Srikieatikajohn (Ogilvy/Mather/Thailand)
Art Director: Wisit Lumsiricharoenchoke (Ogilvy/Mather/Thailand)
Art Director: Puripong Limwanatipong/Narong Ngamputtarawarakun (Ogilvy/Mather/Thailand)
Agency Producer: Uravasee Chaturongakul/Potrawee Wichien/Suparrerk Kulintaraprasert (Ogilvy/Mather/Thailand)
Account Team: Phawit Chitrakorn/Patsa Attanon (Ogilvy/Mather/Thailand)
Digital Planner: Warun Siriprachai (Ogilvy/Mather/Thailand)
Director: Pagorn Jungrungruang (Kratai Tuentua Co./Ltd.)
Cinematographer: Arunchit Sasivimolkul/Chalongwut Chorruangsak/Akkarawatt Thanawiboonphol ()
Film Producer: Kirakorn Kornjirapon ()
Editor: Wisarut Deelorm ()
Artist: Kritsada Duchsadeevanich/Verapong Sritrakulkitjakarn/Chaiyo Opassamutchai ()
Artist/Footage: Art Centre Silpakorn University/Sanamchandra Art Gallery/Footage Of 3 Miti News ()
Assistant Director: Thitipong Pimolwetkul ()
Music Composer/Music Arranger: Siwat Homkham ()
Film Production Manager: Nasu Ngamsiri/Kanyapat Sumrit ()

Describe the brief from the client:
In Thailand, wildfires usually occur quite frequently. From 1985 until now, wildfires took place more than 92,106 times, with over 90% of them caused by humans. As a result, Thailand loses 57,594 acres every year. In addition, there aren’t sufficient firefighters and firefighting equipment to resolve the incidents. Wildfires therefore are becoming more prevalent with incidents increasing year on year. The client, therefore wants a new and fresh idea to raise public awareness about this. The target we drawn is new customers who never been aware of the problem.

Promotion Development:
The 'Return of the Ashes' project brought back those pieces of burning trees and used them as materials to produce limited edition charcoals sets to be sold in Caran D’ Ache shops and online. Furthermore, the posters to promote the campaign were also painted from those parts of burning trees including tree barks, branches, leaves as well as ashes. We also held an exhibition 'Return of the Ashes' to create public awareness about the problem of forest fire in Thailand by demonstrating all facts and figures in forms of visual data that was created from burning trees aiming to both educate people about the incidents as well as engage them. Also, a limited edition of charcoal set was available for people to purchase for donations, which all were made from the burning trees.

Results:
In one day, more than 20,000 unique users scanned the QR code on the posters to view the process of producing limited edition charcoals sets as well as witnessing the impact of wildfires.
- In 2 weeks, 1,000 total orders for the charcoal sets were confirmed from both exhibition and website.
• A number of consumers and artists ordered a charcoal set to create many pieces of artworks.
• It became talk of the town in Thailand via a number of websites and the content of the campaign became 1 of top 4 that people talked about.
• Funding raised from selling charcoal sets was using to purchase more firefighting equipment as well as training and hiring more firefighters to protect the forest.
• The campaign provoked the government sector to be more interested and strict in monitoring the incidents and led to many training seminar for people in the forest areas to know how to control the incident as well as to arrest those illegal forest fire smugglers more effectively.

Relevancy to Product/Service:
The strength of this creativity is how we can bring the issue people always feel irrelevant to be more engaging via the aesthetic value of all creative works. It is Thailand’s first exhibition that is able to portray the problem about the forest fire that can deeply engage with people in which people can feel through the visual of all burning trees we use to demonstrate as well as a limited edition of charcoal.