Advertiser: GREENPEACE
Agency: CHOOJAI KA KALAYANAMITR
Category: Acquisitions
Advertising campaign: THE POOPY POWER CONCERT
Strategic Planning Director: Boonchai Suksuriyayothin (Choojai Ka Kalayanamitr Co. )
Creative Director: Komsan Wattanavanitchakorn (Choojai Ka Kalayanamitr Co.)
Creative Director: Phairat Uaphadunglert (Choojai Ka Kalayanamitr Co.)
Creative Director: Prasit Vitayasamrit (Choojai Ka Kalayanamitr Co.)
Creative Director: Pom Chaiyaporn (Choojai Ka Kalayanamitr Co.)
Implementation
Solution: We create THE POOPY POWER CONCERT to fight against the Government's plan to revive the dirty energy source. The concert powered by garbage, animal excrement, and even our own human faeces, things people perceived as dirty but in fact they delivered the very clean electrical power.The concert didn’t aim to collect money. But just signatures on petitions.
Outcome
Result: More than 20,000 people signed petitions delivered to the government, demanding clean energy policies, and respect for our opposition to dirty and dangerous energy sources. Our collected voices were heard. The government promised to study and invest in clean energy, and invited Greenpeace to join them in drafting a new clean energy law.
Client Brief Or Objective
Challenge:In Thailand, electrical power has become a crucial issue. Recently, the government has been using the threat of a power crisis to its own advantage. They announced that during the peak usage month of April, there might have to be rolling blackouts because of insufficient generating capacity. These threats were part of a hidden agenda to use a power crisis to build coal plants or nuclear reactors – dirty energy sources. We need to recruit petitions to fight against the dirty energy.Strategy: We present the things that government was trying to hide, in the most visible way.
Execution
Greenpeace Thailand's protests have previously been done in a bit of an aggressive way. This made Greenpeace 'unapproachable' and became a barrier for some people who wanted to support the cause yet preferred a peaceful way. THE POOPY POWER CONCERT was the first time that the concert was entirely powered by garbage, animal excrement, and human faeces. It demonstrated the power of renewable energy sources by tapping into basic human interest, music, thus become a very engaging way to fight for cause.