|Title||THE LION'S FANG|
|Brand||STAR REACHERS GROUP|
|Product / Service||LEO BURNETT CANNES PREDICTIONS 2014|
|Category||A05. Self Promotion|
|Entrant||LEO BURNETT Bangkok, THAILAND|
|Entrant Company||LEO BURNETT Bangkok, THAILAND|
|Advertising Agency||LEO BURNETT Bangkok, THAILAND|
|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|
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.
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.
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.
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.