|Brand||THE LOUNGE HAIR SALON|
|Product / Service||HAIR DONATION CAMPAIGN|
|Category||B02. Visual Design/ Aesthetic|
|Entrant||BBDO PROXIMITY THAILAND Bangkok, THAILAND|
|Entrant Company||BBDO PROXIMITY THAILAND Bangkok, THAILAND|
|Advertising Agency||BBDO PROXIMITY THAILAND Bangkok, THAILAND|
|Suthisak Sucharittanonta||BBDO Proximity Thailand||Chief Creative Officer|
|Suthisak Sucharittanonta||BBDO Proximity Thailand||Executive Creative Director|
|Anuwat Nitipanont||BBDO Proximity Thailand||Creative Director|
|Suthisak Sucharittanonta||BBDO Proximity Thailand||Art Director|
|Anuwat Nitipanont||BBDO Proximity Thailand||Art Director|
|Kantapon Metheekul||BBDO Proximity Thailand||Art Director|
|Suthisak Sucharittanonta||BBDO Proximity Thailand||Copywriter|
|Anuwat Nitipanont||BBDO Proximity Thailand||Copywriter|
|Piyakan Sirichankachorn||BBDO Proximity Thailand||Copywriter|
|Peter Vaughn/Yves Oh||BBDO Proximity Thailand||Copywriter|
|Sureeporn Santisuk||BBDO Proximity Thailand||Group Account Director|
|Tanyawan Wongapichart||BBDO Proximity Thailand||Account Manager|
|Suwanus Yibpikul||BBDO Proximity Thailand||Agency Producer|
Let everyone be a part to bring back the femininity. HairTagProject - the world’s first Instagram campaign activated by the ‘Tag People’ function. The Lounge Hair Salon posted photos of cancer patients who had lost their hair to the shop’s Instagram account, and then tagged followers who have long hair and encouraged them to donate their hair. At first glance, people see ordinary photos of patients without hair but when they tap the pictures, a virtual wig made from tags appears.
Using Instagram’s ‘Tag People’ function, the posts effectively demonstrated the before and after effects of hair donation and proof that everyone has the potential to make difference in cancer patients’ lives. • In 1 month, more than 600 kgs of hair were donated which is equal to 3,000 wigs. • People who saw the posts reposted and tagged their friends creating more than 3,400,000 impressions. • HairTagProject generated over 2 million baht in earned media value.
In Thailand, every year over 1,000 women lose their hair from undergoing chemotherapy for cancer treatment. For many of them, losing their hair is like losing their femininity. Hair donations for wigs are in low supply, and the wigs available are typically too expensive for the average patient to afford. The Lounge Hair Salon wanted to help. Every year they support patients by receiving and transferring donated hair to them, and this year they wanted to find a way to empower people to feel that they can make a difference and increase the number of donations to help cancer patients.