FOLD FIGHT FLOOD

TitleFOLD FIGHT FLOOD
ClientTHAIFLOOD.COM
Product / ServiceTHAIFLOOD.COM
CategoryA04. Stationery
EntrantMcCANN WORLDGROUP Bangkok, THAILAND
Entrant Company:McCANN WORLDGROUP Bangkok, THAILAND
Design/Advertising Agency:McCANN WORLDGROUP Bangkok, THAILAND

Brief Explanation

Challenge Help Thaiflood to gain more volunteers, so that fieldworks to assist flood victims could be done. After the floods, even more volunteers were needed to help renovate homes and shelters.

The Brief

Background From the end of July 2011 to January 2012, Thailand faced the biggest floods of the last 50 years. Over 12.8 million were displaced and more than 100,000 houses were damaged. Through all this, Thais realized that they cannot wait for the help from the government– they needed to rely on themselves. “Thaiflood” was then established to be the information center and coordination center helping out the flood victims.

How the final design was conceived

Solution A name card was specially designed to promote Thaiflood’s volunteer search campaign. The name card can be folded in half to resemble a roof that appears above flood water, Along with a pop-up sign ‘Help Us’, encouraging volunteers to join in.

Indication of how successful the outcome was in the market

Result The simple name cards became a very inexpensive recruiting tool. They were spotted and talked about Facebook and Twitter. The Facebook page gained over 61,269 members. Many volunteers contacted via the site www.thaiflood.com, offering to help fellow Thais. The cost? 4,000 baht per thousand name cards. The results: priceless.

Credits

Name Company Position
Martin Lee McCann Worldgroup/McCann Chief Creative Officer
Thidarat Nitikijphaiboon McCann Worldgroup/McCann Creative Director/Copywriter
Wuthinan Jandafai McCann Worldgroup/McCann Creative Director/Art Director
Kiattisak Kitabhuwanontha McCann Worldgroup/McCann Copywriter
Apisak Tangkowit McCann Worldgroup/McCann Designer
Kornpapa Voraprapas McCann Worldgroup/McCann Account Manager
Dujdao Lapsombatsiri McCann Worldgroup/McCann Producer
Poramate Minsiri Thaiflood.com Advertiser Supervisor