| Spikes Asia 2010 | ||
|---|---|---|
| Tv/Cinema | - | Shortlist |
Category: Titanium and Integrated
Advertiser: THE POSITIVE NETWORK
Product/Service: THE POSITIVE NETWORK
Agency: JEHNUDE
Date of First Appearance: Jun 15 2010
Creative Catalyst: Bhanu Inkawat
Creative Catalyst: Chaipranin Visudhipol
Creative Catalyst: Jureeporn Thaidumrong
Creative Catalyst: Kaysinee Koonsap
Creative Catalyst: Prapalrat Tongsiri
Creative Catalyst: Vittratorn Chirapravati
Creative Catalyst: Pongsuk Hiranprueck
Creative Catalyst: Paramet Minsiri
Creative Director: Weerachon Weeraworawit
Creative Director: Kitti Chaiyaporn
Creative Planner: Wongskorn Jaihuab
Copywriter: Wichit Jiamsirikarn
Copywriter: Sairoong Mahapaurya
Copywriter: Putthikoon Penwan
Copywriter: Noppakate Tawun-unnop
Copywriter: Suwit Ekudompong
Copywriter: Thanachai Shavitranurak
Copywriter: Thasorn Boonyanate
Art Director: Ekaroon Laowatanakul
Director: Thanonchai Sornsrivichai
Media placement: TV Commercial - Thai PBS - 15 June 2010
Media placement: Viral Video - Youtube - 17 June 2010
Describe the campaign/entry
In 2010, The "Battle for Bangkok" left 85 people dead, 2000 injured and a deeply scarred nation wondering where things went wrong. After the chaos was over, life went on as usual.
The 'Positive Network' is a growing group of Thais who felt these events should not just be ignored and forgotten, but had to be studied critically to see where we all went wrong so as to prevent it from happening again.
Describe how the campaign/entry was launched across each channel in the order of implementation
Can a single TV commercial change the way Thai people think?
The announcement had aired only once on Thai PBS as content during a news broadcast because it was banned by The Thai Censorship Committee from airing on national television due to "Sensitive Content".
Then we posted this banned TVC, asking for the online community's opinions.
Give some idea of how successful this campaign/entry was with both client and consumer
Overnight, it became a front page headline: every news agency aired and talked about it.
With 0 Baht media spending, almost all Thais watched and started to share opinions and express their feelings more and more about the hard times they had gone through: from people online to people nationwide, from commoner to The Prime Minister. This was a great way to start changing Thailand for better and bring back The Land of the Smile...Now A single TV commercial can change the way Thai people think.