Cannes Contenders: BBDO + Proximity Thailand
How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges…
BBDO and Proximity Thailand
In Thailand, research shows that 90% of smokers want to quit but most of them never commit because they can’t see many of the harmful effects of smoking on the body.
“The Message from the Lungs” introduced the world’s first ink made from smokers’ donated lungs. By cooperating with Faculty of Medicine, Chulalongkorn University, we successfully extracted the black substance from smokers’ donated lungs and made it into ink. Then bottled and distributed them in public space for people, especially current and potential smokers, to see how smoking can harm their lungs and their bodies, encouraging them to quit sooner.
Muay Thai Hotel
BBDO and Proximity Thailand
For Thai People, Muay Thai is a beautiful and noble sport with long history. But for visitors to Thailand, Muay Thai has been reduced to cheap entertainment and an opportunity for gambling. To correct this perception, visitors need to experience real Muay Thai. The Tourism Authority of Thailand presents ‘Muay Thai Hotel’, the only hotel where you can pay for your stay with Muay Thai practice. We launched the new hotel where guests can use Muay Thai practice as currency. Every punch and every kick is counted by activity-tracking devices given to guests. By burning 3,000 calories a day, guests get 1 free night stay in the hotel. And the more they practice, the more they learn about real Muay Thai.
BBDO and Proximity Thailand
Alzheimer’s disease causes memory loss. As the disease progresses, it takes away the connections between the patient and their loved ones. Samsung introduced “Memory Recaller,” a mobile application that recalls Alzheimer patients’ connections. The easy-to-use mobile application was built in conjunction with dementia specialists at Praram9 Hospital, utilising facial recognition features and the mobile camera to detect and analyse the person standing in front of the patient. The app then informs the patient of the nature of their relationship with the person in front of them and that person’s name using auto-speech. The app gives patients a world they can hold on to.
BBDO and Proximity Thailand
Have you ever been fooled by food that doesn’t taste as good as it looks?
In an anti-disability campaign designed to reduce discrimination, we invited a panel of the blind and visually-impaired to be our most reliable food critics on the TV show BlindTaste. By portraying their disabilities as advantages, the program successfully made Thai people realise that there should be equal opportunities for all.
AirAsia: Weekdays
BBDO and Proximity Thailand
Tourism attractions in Thailand are always crowded and busy on weekends, meaning that travellers who plan their trips on weekdays would have a better travel experience.
Air Asia launched a simple but convincing campaign that pointed out the pleasure of travelling on weekdays. The ‘Weekdays’ campaign features scenic photos of popular destinations in Thailand in the form of a calendar. The ads depict how crowded and busy weekends could be, while the center of the calendar, the weekdays, reveal the beautiful views of places, minus the crowds.
Showcase your agency’s best chances at Cannes this year right here. Get your entries in front of the judges eyes early. Open to all Asian based agencies planning on entering Cannes. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances. No more than 6 per agency. Include a link to the case study/TVC or supply jpegs if it is print.
1 Comment
BBDO seem to be improving on bangkok.
Lungs – Silver/gold.
Samsung – shortlist/bronze.
Air Asia – bronze.
Muay Thai – nothing.
Blind Taste maybe in branded content.