A HAPPY GIFT

TitleA HAPPY GIFT
BrandSTAR REACHERS GROUP
Product / ServiceTHE LEO BURNETT GROUP NEW YEAR GIFT
CategoryA06. Self Promotion
EntrantTHE LEO BURNETT GROUP THAILAND Bangkok, THAILAND
Entrant Company:THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND
Design/Advertising Agency:THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND

Credits

Name Company Position
Sompat Trisadikun The Leo Burnett Group Thailand Chief Creative Officer
Keeratie Chaimoungkalo The Leo Burnett Group Thailand Executive Creative Director
Adulwit Chawala The Leo Burnett Group Thailand Creative Director
Puripong Limwanatipong The Leo Burnett Group Thailand Art Director
Sompat Trisadikun The Leo Burnett Group Thailand Art Director
Keeratie Chaimoungkalo The Leo Burnett Group Thailand Art Director
Fuad Ahmad The Leo Burnett Group Thailand Copywriter
Adulwit Chawala The Leo Burnett Group Thailand Copywriter
Siriwan Anannatsiri The Leo Burnett Group Thailand Graphic Designer
Aviruth Kosalprapai The Leo Burnett Group Thailand Graphic Designer
Chotika Kamwongpin The Leo Burnett Group Thailand Graphic Designer
Samira Thancharoenkit The Leo Burnett Group Thailand Account Service
Oranan Corsiri The Leo Burnett Group Thailand Account Service
Apiporn Kunakorn The Leo Burnett Group Thailand Account Service
Somboon Chutivirojsakul The Leo Burnett Group Thailand Digital Producer
Pattarawut Suthumkosol The Leo Burnett Group Thailand Digital Producer
Kanokwan Chanatipkul The Leo Burnett Group Thailand Computer Artist
Choedsak Sittinantawat The Leo Burnett Group Thailand Computer Artist
Uthumphon Suraketkij The Leo Burnett Group Thailand Project Manager

Brief Explanation

In 2011, Thailand had to celebrate this happy occasion amidst the worst flood hit Thailand in 50 years. The World Bank ranks it as the fourth costliest disaster, causing 45.7 billion USD in economic damages and 815 deaths. We needed to find a ‘Happy Gift’ that could deliver happiness to both our clients and the people suffering from the flood.

The Brief

Every December, Leo Burnett Thailand gives its clients a present to celebrate a new year. The present needs to reflect our philosophy, which is a ‘HumanKind’ company. Hence, the idea behind the present should come from a story about people, serve through human needs, inspire and move people.

How the final design was conceived

We journeyed down 56 villages affected by the flood and bought the gifts from them. With different forms and shapes, our idea is to keep its sense of originality, while we have to design an identity to deliver a greeting message and story behind each item. The design is as simple as a formatted sticker to put on each item, which tells the product’s name, a village it comes from and the highest flood level. This way, its originality and message are perfectly blended. The gifts were sent out to all clients with the spirit of the flood victims inside.

Indication of how successful the outcome was in the market

Over 12,000 gifts were purchased, packaged and distributed. The happiness was sent from flood victims to our clients through these Happy Gifts and vice versa. Most importantly, the campaign could generate more than 20,000 USD to 56 villages in 10 central-region provinces severely affected by the flood. Regardless of the money, it’s a great start for a new life and a spirit sent from Thais to Thais to affirm that as one nation, we will never be apart.