YST Thailand brings invisible patients to life as mobile call-to-action with ‘Invisible to Visible’

In Thailand, rare disease patients are often confined to their homes, largely unseen by the public. Traditional donation appeals struggle to capture the reality of their lives.

FEND, a foundation supporting these patients, needed a way to directly engage society. The solution: Invisible to Visible – a campaign that turned a wheelchair into a mobile direct marketing unit that roamed the streets of Bangkok.

YST Thailand created a transparent sculpture of a real patient, “Tao-Ee,” mounted on a remote-controlled wheelchair. Tao-Ee navigated through crowds, approached commuters at bus stops, and joined queues at piers. Present and active, yet “invisible” because of his transparency.

This moving sculpture served as a direct call-to-action. Passersby could either drop a coin or scan a QR code, instantly filling the sculpture with money and making him “visible” before their eyes. By simulating a real patient’s presence in public, the campaign made the issue impossible to ignore and generated immediate donations.

The insight: donors need to see the results of their giving instantly to feel motivated. The idea: a living donation box that visualizes the Invisible to Visible promise in real time. Creativity: the sculpture became a direct-response channel, with its clear resin body acting as a progress bar for the patient’s life. The visual gap (transparency) triggered a psychological urge in passersby to close the loop and make the patient visible with their donation.

Credits
AGENCY: YST Thailand
CHAIRMAN – Santi Suwanvalaikorn
CHIEF EXECUTIVE OFFICER – Opapen Kittipanyakul
MANAGING DIRECTOR – Theerin Koosmith
CHIEF CREATIVE OFFICER – Santi Suwanvalaikorn
EXECUTIVE CREATIVE DIRECTOR – Suramanas Juntima
CREATIVE DIRECTOR – Teeravit Kimsatra
ART DIRECTOR – Panuwat Oitong
COPYWRITER – Marisa Rawang
EXECUTIVE PRODUCER – Kidthungsamur Thongdang
AGENCY PRODUCER – Kidthungsamur Thongdang / Vachakorn Sitthipulthong
CREATIVE TECHNOLOGIST – Teeravit Kimsatra
TECHNICAL DIRECTOR – Pongkasem Malithong
DEVELOPER – Pongkasem Malithong / Teeravit Kimsatra
ANIMATOR / SPECIAL EFFECTS – Kanyarat Janpitakpong
COMPUTER ARTIST – Jakapan Chumchuen
RETOUCHER – Jakapan Chumchuen
DESIGNER – Santi Suwanvalaikorn / Suramanas Juntima / Teeravit Kimsatra / Panuwat Oitong
RESEARCH & DATA ANALYST – Pattarawadee Ongsuwan
CLIENT SERVICE DIRECTOR – Opapen Kittipanyakul
ACCOUNT DIRECTOR – Kaisin Hongpo
ACCOUNT MANAGER – Pattarawadee Ongsuwan
ACCOUNT EXECUTIVE – Punyawee Karnasuta
STRATEGIC PLANNING DIRECTOR – Theerin Koosmith
MEDIA PLANNER – Nut Hwangkuntham
MEDIA BUYER – Wiriya Poonyo
ART TECHNICIANS – Prawit Pumwan / Jirawut Meesaiyat / Wannarath Aekkabu
3D SCANNING TECHNICIAN – Suttipong Khuntehp
PRODUCTION
FILM PRODUCTION COMPANY – Me Heng House Co., Ltd.
CITY – Nonthaburi, Thailand
FILM PRODUCTION
MANAGING DIRECTOR – Somporn Inaon
DIRECTOR – Thanakorn Chockhirunkarn / Somporn Inaon
DIRECTOR OF PHOTOGRAPHY – Thanakorn Chockhirunkarn
CINEMATOGRAPHER – Vapoon Pichaikul
ASSISTANT CAMERAMAN – Piyatad Punrak / Chinnawat Karnjanapinyowong
EXECUTIVE PRODUCER – Somporn Inaon
FILM PRODUCER – Chinindech Cheevasarechol
PRODUCTION MANAGER – Nilubol Banditkajorn
LIGHTING – Me Heng House Co., Ltd.
GRADING – Thanakorn Chockhirunkarn
CASTING – Thanakorn Chockhirunkarn
WARDROBE – Nilubol Banditkajorn
EDITOR – Somporn Inaon
COLORIST – Thanakorn Chockhirunkarn
SOUND DESIGNER – Somporn Inaon
SOUND PRODUCTION COMPANY – Sound Space
OTHER PRINT PRODUCTION CREDITS – Bob’s Eyes View