THE LION'S FANG

Short List
TitleTHE LION'S FANG
BrandSTAR REACHERS GROUP
Product / ServiceLEO BURNETT CANNES PREDICTIONS 2014
CategoryA05. Self Promotion
EntrantLEO BURNETT Bangkok, THAILAND
Entrant Company LEO BURNETT Bangkok, THAILAND
Advertising Agency LEO BURNETT Bangkok, THAILAND

Credits

Name Company Position
Sompat Trisadikun The Leo Burnett Group Thailand Chief Creative Officer
Sanpathit Tavijaroen The Leo Burnett Group Thailand Executive Creative Director
Park Wannasiri The Leo Burnett Group Thailand Art Director
Pranod Thiangchaem The Leo Burnett Group Thailand Art Director
Sanpathit Tavijaroen The Leo Burnett Group Thailand Art Director
Sompat Trisadikun The Leo Burnett Group Thailand Art Director
Cholchanyarach Sansuk The Leo Burnett Group Thailand Copywriter
Thipayachand Hasdin The Leo Burnett Group Thailand General Manager
Tisirind Rochanapruk The Leo Burnett Group Thailand Account Executive
Sirinya Chinwechkijmongkol The Leo Burnett Group Thailand Account Executive
Kanokwan Chanatipkul The Leo Burnett Group Thailand Computer Artist
Sarawut Ongchai The Leo Burnett Group Thailand Computer Artist
Krisna Chunsanong The Leo Burnett Group Thailand Graphic Designer
Wilawan Sanguanwong The Leo Burnett Group Thailand Project Manager

Brief Explanation

Our challenge is to recruit as many brave marketers to the event as possible. We wanted those who are ready to accept the new change of creativity and willing to re-adjust their creative judgment.

The Brief

Leo Burnett Thailand have been annually organized a Cannes Prediction event to present each year prime selections of Cannes contender from around the world, to help sharpening creative judgment for people in the advertising industry, especially marketers. However, there’s a decline trend of marketers to attend this event. Numbers of marketer who attended last year have decreased to less than 50 participants from over 250 participants in 2010. This was a strong indication that showed negative interests for new trend. Which could cause a big disaster of our creative industry in the future.

How the final design was conceived

We decided to find our ideal marketers by sending them a piece of invitation design that played with their bravery. So, we sent them “A Lion’s Fang” in a sealed envelope. This is because, in Thai context, to break a lion’s fang means to step out from your comfort zone and to start taking a risk. This lion’s fang uses as a symbolic to inspire their bravery, and, as a test to recruit those who dare enough to participate the event.

Indication of how successful the outcome was in the market

Hundreds of client eventually attended this year event, including high profile clients who turned up for the first time. This lion’s fang caught a high attention from marketing publications to digital marketing medias including magazines, websites, blogs and numbers of social media channels. The lion’s fang wasn’t just a piece of design made for recruitments, but, it was also a tool to inspire marketers to make a brave decision in their working lives as well.