| Title | TEACH THE WORLD THE TEN COUNT |
| Brand | NIKE (THAILAND) |
| Product / Service | NIKE BOXING |
| Category | A02. Consumer Products |
| Entrant | OGILVY & MATHER Bangkok, THAILAND |
| Entrant Company: | OGILVY & MATHER Bangkok, THAILAND |
| Advertising/Web Design Agency: | OGILVY & MATHER Bangkok, THAILAND |
Credits | |
| Name | Company | Position |
|---|---|---|
| Wisit Lumsiricharoenchoke/Nopadol Srikieatikajohn | Ogilvy & Mather Thailand | Executive Creative Director |
| Torpun Lersin | Ogilvy & Mather Thailand | Creative Director |
| Wisit Lumsiricharoenchoke/Nopadol Srikieatikajohn/Surasak Lapnikornkul | Ogilvy & Mather Thailand | Art Director |
| Nopparat Wattanawaraporn | Ogilvy & Mather Thailand | Copywriter |
| Bencharat Labkim/Pitiwat Charuchinda | Ogilvy & Mather Thailand | Agency Producer |
| Suparat Boonmayam/Teerapon Suneta/Thanvarin Sukhaphisit/Napasorn Limchaiyawat/Ma | - | Film Director |
| Phawit Chitrakorn | Ogilvy & Mather Thailand | Management Partner |
| Chaowalit Vichayachakorn | Ogilvy & Mather Thailand | Communication Director |
| Woorawit Yoosawat | Ogilvy & Mather Thailand | Communication Manager |
Nike Thailand sponsored the Thai national boxing team during the 2008 Olympics. It is the only sport in which Thais have regularly brought home an Olympic Gold. A campaign was launched to generate support for the national team, and goodwill towards the Nike brand. The theme was one of absolute superiority, where it wasn’t enough for Thai boxers to simply win; they had to knockout their opponents to prove their skill to the world. Thus, the concept “Teach the world the Ten Count” was born. The executions focused on the 10-second knockout and its emotional and intellectual impact using a very short film format. There were a total of 10, 10-second films, directed by 10 young, award-winning Thai directors. The films were then uploaded to www.nike.in.th/boxing [Nike’s own boxing website], while e-mails were forwarded and pop-up ads were launched on Thai sports websites during the Olympics