The Brief

At the end of 2011, widespread flooding devastated 49 provinces of Thailand. Most of the country was submerged for a long period of time. We had no choice but to keep fighting for 14 weeks. Once the waters finally receded, all that was left were piles of sand bags, and a collection of iconic images documenting the indomitable spirit of the Thai people. People's spirits were low. How can we motivate everyone to get back on their feet?

Describe how the promotion developed from concept to implementation

Rather than just donating money for the recovery efforts, Canon wanted to help shifting people's perception of what the floods meant to the country. By gathering sand bags from flooded areas to commemorate the fighting spirit of the Thai people with a series of sand billboard. Each sand billboards were crafted to resemble iconic images of people fighting the flood, to remind us of the fighting spirit that helped us to endure and survive the worst flooding in half a century.

Describe the success of the promotion with both client and consumer including some quantifiable results

250 sand bags were used to create a series of sand billboard that helped rebuilt fighting spirit of over 200,000 people who attended the 6 days event. They came to salute the Flood Fighters and looked for more inspiration to keep on fighting. This act from Canon reminded us that no matter how high the water rose, Thailand's fighting spirit would never be broken.

Explain why the method of promotion was most relevant to the product or service

We placed these sand billboards in locations where the fighting occurred, as tributes to Thai people who fought the flooding. Each sand billboard carried messages about the Flood Fighters Gallery located in the center of Bangkok, and positioned the gallery as a symbol of Thailand's true fighting spirit. We wanted Thais to participate and to rebuild their fighting spirit at the event.