DTAC: Thank You For Sharing

Credits & Description:

Client: Total Access Communication Public Company
Product: Dtac
Entrant: The Leo Burnett Group Thailand Bangkok, Thailand
Idea: Leo Burnett Bangkok, Thailand
Production: Hub Ho Hin Bangkok, Thailand
Contributing: Total Access Communication Bangkok, Thailand
Editor: Jun 17 2016 12:00am
Chief Creative Officer: Sompat Trisadikun (The Leo Burnett Group Thailand)
Account Management Director: Samira Thancharoenkit (The Leo Burnett Group Thailand)
Agency Producer: Sompetch Nuntasinlapachai (The Leo Burnett Group Thailand)
Executive Creative Director: Paruj Daorai (The Leo Burnett Group Thailand)
Art Director: Ukrit Karnsomwan (The Leo Burnett Group Thailand)
Copywriter: Thanachpath Ratanaborvornsethi (The Leo Burnett Group Thailand)
Digital Account Manager: Varitha Santinan (The Leo Burnett Group Thailand)
PR Account Executive: Prang Tepintrapirak (The Leo Burnett Group Thailand)
PR Account Manager: Phonphot Sriphrachan (The Leo Burnett Group Thailand)
Media Relations: Ninasreen Matha (The Leo Burnett Group Thailand)
PR Account Executive: Nuttawadee Bhamornsuwarn (The Leo Burnett Group Thailand)
Director: Nawapol Thamrongrattanarit (Hub Ho Hin Bangkok)
Producer: Nattapon Kornkaew (Hub Ho Hin Bangkok)
Editor: Chonlasit Upanigkit (Hub Ho Hin Bangkok)
DOP: Niramon Ross (Hub Ho Hin Bangkok)
Describe the campaign/entry:
We create a short film to test people’s reaction toward dramatic and controversial story to prove that, sometimes, curiosity can be one of the main causes of cyberbullying.
Creative Execution:
The film was launched on world’s cyberbullying day which is Friday, June 17 this year.
It was posted on DTAC’s YouTube channel and reposted on Facebook.
With the launch of the short film, Thank You for Sharing, #StopCyberbullying reached number 3 in trending for Twitter in Thailand.
To campaign against cyberbullying in Thailand where video contents dominate all digital platforms, DTAC used short film format for its campaign’s hero content. The film also experimented with people’s reaction and curiosity. “Thank You for Sharing” short film was directed by one of Thailand’s brightest young film director and screen writer who has large amount of followers who look forward to his new work.
From a research, we found that, for Thailand, people became a part of most of cyberbullying cases
without realizing that they did. It’s because of their curiosity to watch and share contents without
thinking of its consequence.
So our campaign was aiming to change behavior of those ‘spectators’ who don’t realize that they
are part of cyberbullying cycle.