| ADFEST 2017 | ||
|---|---|---|
| Direct Lotus | Best Use Of Film & Infomercials | Silver |
| Promo Lotus | Best Use Of Social Media | Silver |
Company Entering: The Leo Burnett Group Thailand, Bangkok
Brand: Dtac
Advertiser: Total Access Communication Public Company Limited
Agency: The Leo Burnett Group Thailand, Bangkok
Chief Creative Officer: Sompat Trisadikun
Executive Creative Director: Paruj Daorai
Copywriter: Thanachpath Ratanaborvornsethi
Art Director: Ukrit Karnsomwan/Paruj Daorai/Sompat Trisadikun
Account Management Director: Samira Thancharoenkit
Account Manager: Varitha Santinan
Pr Team: Sompetch Nuntasinlapachai
Film Production Company: Hub Ho Hin Bangkok, Bangkok
Director: Nawapol Thamrongrattanarit
D.O.P/Cinematographer: Niramon Ross
Film Producer: Nattapon Kornkaew
Post-Production Company: Hub Ho Hin Bangkok, Bangkok
Editor: Nawapol Thamrongrattanarit/Chonlasit Upanigkit
The Brief:
As Social Media Became More And More Influential To Thai Society Nowadays, Cyber Bullying Has Grown Bigger As A Threat To The Community. But The Issue Has Not Yet Been Discussed Openly As A Social Issue. What We Need Is For Thai Society To Aware Of This Social Problem And To Start Some Act To Prevent It From Wide Spreading And Cause More Damages To More Victims. Dtac, A Part Of Telenor Group, Wanted To Make Thai Public Aware Of Cyber Bullying And Change Peoples Behavior To Limit The Negative Impact Of The Issue.
The Strategy:
From A Research, We Found That, For Thailand, People Became A Part Of Most Of Cyber Bullying Cases Without Realizing That They Did. Its 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 Dont Realize That They Are Part Of Cyber Bullying Cycle.
The Execution:
On The Global Cyber Bullying Day, We Organized A Talk On This Issue. We, Then, Released A Short Film That Experimented On Viewers Curiosity. A High School Girl Who Has A Clip Of Her Schools Idol Eating Her Own Booger, And Were Asked To Share It. Then The Stop Button Pops Up. If The Viewers Click Stop, The Cyber Bully Cycle Stops Happy Ending. But If The Viewers Keep Watching, The Cyber Bully Cycle Starts. The Clip Goes Viral And Ruins The Idols Life. Then, We Invited People To Pledge To Stop Cyber Bully By Changing Their Facebook Profile Pictures.
The Result:
The Campaign Quickly Became A Hot Topic For Media. People And Celebrities Whove Experienced First-Hand The Cyber Bully Effects Came Out To Voice Their Support For The Campaign. Over 3 Million People Participated In The Campaign, Making #Stopcyberbullying The 3rd Highest Ranked Trend On Twitter.