Title | CUT TO BUILD |
Brand | THE J.C.C. CO. |
Product / Service | OLFA CUTTER |
Category | A09. Environmental Design |
Entrant | OGILVY & MATHER Bangkok, THAILAND |
Entrant Company | OGILVY & MATHER Bangkok, THAILAND |
Advertising Agency | OGILVY & MATHER Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Siwat Homkham | Music Composer | |
Patcharapon Puntiptawee | Graphic Designer | |
Thitipong Pimolwetkul | Assistant Director | |
Akegaluck Sagaew | Artist | |
Chalongwut Chorruangsak/Akkarawatt Thanawiboonphol/Siriwat Seeseang/Panit Jirawa | Cinematographer | |
Trirat Tulathong | Bob Eye View Studio | Retouch |
Navaratana Donkort | Bob Eye View Studio | Photographer |
Wisarut Deelorm | Editor | |
Athip Vichuchaianan | Film Producer | |
Settha Veerathunmanon | Ccda Bangkok University | |
Pagorn Jungrungruang | Kratai Tuentua Co./Ltd. | Director |
Phawit Chitrakorn | Ogilvy/Mather/Thailand | Account Manager |
Patsa Attanon | Ogilvy/Mather/Thailand | Account Supervisor |
Uravasee Chaturongakul/Potrawee Wichien//Suparrerk Kulintaraprasert/Sasinan Jira | Ogilvy/Mather/Thailand | Agency Producer |
Nopadol Srikieatikajohn/Wisit Lumsiricharoenchoke/Puripong Limwanatipong/Prasit | Ogilvy/Mather/Thailand | Art Director |
Puripong Limwanatipong/Krai Kittikorn/Thanachai Shavitranuruk/Kris Garford Spind | Ogilvy/Mather/Thailand | Copywriter |
Wisit Lumsiricharoenchoke | Ogilvy/Mather/Thailand | Executive Creative Director |
Nopadol Srikieatikajohn | Ogilvy/Mather/Thailand | Chief Creative Officer |
In Thailand, OLFA is a cutter brand that is known only among a specific group of customers such as architects and arts students. The challenge is how to demonstrate the superior performance of OLFA’s 100+ cutter models, and its suitability for every type of usage, with a memorable execution that will widen the customer base.
In 2013, the client wanted to have a communication campaign that demonstrates OLFA cutters as the superlative brand in the market and to expand the customer base from the existing number of users.
For the final design of the creative work, we decided to combine the product selling together with the product demonstration display. To do so, we created a ‘Pop-Up Store’ where every structure down to the smallest details of the store was crafted from cutting and engraving paper into the desired shapes. Every single detail of the store was using different models of OLFA cutters in order to demonstrate the product performance and suitability of a wide range of OLFA cutters in every tasks required of it.
• In one week, over 20,000 people visited the store. • Sales increased by 200% comparing to the normal shop. • Free earned media as a number of websites reported on the store. • The store ignited interest in art of paper cutting.