CUT TO BUILD

Short List
TitleCUT TO BUILD
ClientTHE J.C.C. CO.
Product/ServiceOLFA CUTTER
CategoryB03. Non-Food
EntrantOGILVY & MATHER Bangkok, THAILAND
Entrant Company OGILVY & MATHER Bangkok, THAILAND
Advertising Agency OGILVY & MATHER Bangkok, THAILAND

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

• 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.

Credits

Name Company Position
Nopadol Srikieatikajohn Ogilvy/Mather/Thailand Chief Creative Officer
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