Ogilvy Thailand and CP Group launch new sustainability campaign to tell people that ‘No One Is Too Small to Make A Change’
Ogilvy Thailand has has released a new campaign highlighting that no one is too small to make a change’. Spearheaded by an online film called ‘The Girl with the Whale’, the film has has received more than one million views.
C.P. Group’s corporate mission is to drive Thai society towards real sustainability. One of its urgent tasks is to address the environmental problems that pose a real danger for human lives and the world we live in. In Thailand alone, there are as high as 2 million tons of plastic waste produced every year, causing great loss in the marine ecosystem.
“Thai people’s level of environmental awareness is generally higher than before, but the engagement is still low as they are unsure of what to do to solve the problem and if they could really make a change by themselves. This campaign wants to change that perception. We decided to tell the story through the lens of a young girl and her family on their journey to tackle the plastic waste problem in their own small but meaningful way, from the day the girl was aware of the issue and the impact it has on the planet, to when she figured out how to take part in fixing it, until the day she truly made a change. We want to tell everyone out there that no matter who you are, your voice and your action have enough power to change the world for the better.” said Panu Meepaibul, Creative Director, Ogilvy Thailand.
This online film was created based on C.P. Group’s belief that this planet is like the biggest chain of life, what happens to a single life will have an impact on another and so forth. The company has initiated several projects to promote sustainability, including Zero Waste and Zero Carbon – limiting waste production and carbon emission from its premises to 0% by 2030. ‘No One Is Too Small to Make A Change’ is its latest endeavor to create the ripple effect in the society by speeding up people’s engagement to save the nature and using innovations to solve the problems and improve quality of life. The company believes that preserving the environment is not any one man’s responsibility. Everyone can make a change if they truly want to, starting one small step at a time.
Client: Charoen Pokphand Group (C.P. Group)
Agency: Ogilvy Thailand
Chief Creative Director: Nopadol Srikieatikajohn
Creative Director: Panu Meepaibul
Copy writer: Tipwarin Boonyathai
Art Director: Jutarat Kongton
Group Strategy Director: Sasipa Mongolnavin
Senior Associate: Kamemachat Kwaipun
Business Director: Tuangyos Charoensiri
Account Director: Napat Wuttijariyakul
Account Associate: Alisa Horlertkul
Producer: Uravasee Chaturongakul & Yuthapong Varanukrohchoke
Production House: Sunshine Etcetera Co.,Ltd.