SMOKING KID

Silver Spike

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TitleSMOKING KID
BrandTHAI HEALTH PROMOTION FOUNDATION
Product / ServiceHEALTH PROMOTION FOUNDATION
CategoryA06. Best Use of Special Events And Stunt/Live Advertising
EntrantOGILVY & MATHER Bangkok, THAILAND
Entrant Company:OGILVY & MATHER Bangkok, THAILAND
Advertising Agency:OGILVY & MATHER Bangkok, THAILAND

Credits

Name Company Position
Nopadol Srikieatikajohn Ogilvy & Mather Thailand Chief Creative Officer
Wisit Lumsiricharoenchoke Ogilvy & Mather Thailand Group Executive Creative Director
Taewit Jariyanukulpan Ogilvy & Mather Thailand Creative Director
Prasert Vijitpawan Ogilvy & Mather Thailand Creative Director
Denchai Kheereerak Ogilvy & Mather Thailand Creative Group Head
Kris Garford Spindler Ogilvy & Mather Thailand Copywriter
Wisit Lumsiricharoenchoke Ogilvy & Mather Thailand Art Director
Nopadol Srikieatikajohn Ogilvy & Mather Thailand Art Director
Asawin Tejasakulsin Ogilvy & Mather Thailand Art Director
Phawit Chitrakorn Ogilvy & Mather Thailand Account Manager
Uravasee Chuturonggukul Ogilvy & Mather Thailand Agency Producer
Songmue Production Co./Ltd. Film Production
Kittithat Tangsirikit Director
Kittithat Tangsirikit Cinematographer
Nunthapan Swangdee Cinematographer
Tatcha Ngamkala Film Producer
Dear Charungkhon Editor
Soundsuite Studio Sound Studio
Patsa Attanon Ogilvy & Mather Thailand Account Supervisor

Results and Effectiveness

As a result, apart from 40% call inquiries increased, when the VDO was uploaded in YouTube, number of views reached over 600,000 views within 3 days and over 5,000,000 views within 10 days. It also rapidly generated high earned PR without spending any paid media. This does not include only Thailand’s top TV programs but also from international journalists from all over the world including Al Jazeera, Reuter, New York Daily News, Arab News, Chicago Tribune, Fox News, Deccan Chronicle from India, Philstar from Philippines.

Creative Execution

The creative solution is specifically designed to take place at the smoking areas outside busy buildings in Bangkok and suburban. While people are smoking, we get child actors, holding a cigarette to walk up to adults and ask them for a light. In this incident, as expected, all adults commonly refused and lectured them about the hazard of smoking, while they are still holding cigarettes. Therefore, this is based on our original plan where we hoped to record the real lecturing messages and use them as a provocative message to get themselves realize that reminding themselves is the most effective way to quit smoking.

Insights, Strategy and the Idea

In the Thai cultural context, adults naturally take action to educate children whenever they misbehave. However, when adults themselves repeat the children’s action, they overlook that misbehavior. Therefore, our strategy is to use smoking children to demonstrate adult’s misbehaving action. To do so, the creative solution is specifically designed to take place at the smoking areas outside busy buildings. While people are smoking, we get child actors, holding a cigarette to walk up to adults and ask them for a light. In this incident, adults will commonly refuse and warn them not to smoke, the child actors would ask them why they themselves are smoking and hand a ‘quit-smoking’ brochure to them.