| Title | TIGER THUMB WRESTLING |
| Brand | THAI ASIA PACIFIC BREWERY |
| Product / Service | TIGER BEER |
| Category | C04. Stunts & Live Advertising |
| Entrant | JWT BANGKOK, THAILAND |
| Entrant Company: | JWT BANGKOK, THAILAND |
| Advertising Agency: | JWT BANGKOK, THAILAND |
| Name | Position |
|---|---|
| Tay Guanhin | Chief Creative Officer |
| Satit Jantawiwat | Executive Creative Director |
| Torsak Chuenprapar | Creative Director |
| Kanit Mingmuang | Copywriter |
| Faus Markead | Art Director |
| Mars Co./Ltd. | Illustrator |
| Siranee Klinhom | Account Supervisor |
| Prin Malakul/Pattapanee Bhovati | Advertiser's Supervisor |
| Patcharapa Soontornsaratoon | Account Manager |
| Yingyos Vuttisant | Planner |
| Patcharapa Soontornsaratoon | Account Manager |
| Yingyos Vuttisant | Planner |
| Mars - Editting Company | Other Credits |
Insight, Strategy, & the Idea: These days, the beer drinking moment was being eaten away by smart phones. People are too busy in their mobile world and have overlooked the moment where they're supposed to be spending with their friends. We need to bring back this beer moment...but how? Execution : Since the problem comes from thumb, we decided to solve the problem at their thumb. We established the Tiger Thumb Wrestling Federation (TTWF) to combat smart phones. Ad decicated team of professional referees went around to leading pubs and restaurants with a wrestling ring and various fine masks. Anyone seen playing around with their phones in the outlets were then challenged to a game of thumb wrestling by our TTWF team in order to get them interacting with their friends once more. Result : - Sales increased substantially during the event period. - Over 7,500 contstants and 70,000 spectators without having to spend a single dollar on ATL communications. - Over 200 outlets participated and over 80% requesting a second season for the activity. - But our most important result was that we overthrew smart phones and brought back the beer moment once more.
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