The Brief

In Thailand, wildfires usually occur quite frequently. From 1985 until now, wildfires took place more than 92,106 times, with over 90% of them caused by humans. As a result, Thailand loses 57,594 acres every year. In addition, there aren’t sufficient firefighters and firefighting equipment to resolve the incidents. Wildfires therefore are becoming more prevalent with incidents increasing year on year. The client, therefore wants a new and fresh idea to raise public awareness about this. The target we drawn is new customers who never been aware of the problem.

Describe how the promotion developed from concept to implementation

We brought back those pieces of burning trees and used them as materials to produce limited edition charcoals sets to be sold online. Also, the posters promoting the campaign were painted from those parts of burning trees including tree barks, branches, leaves and ashes. We held an exhibition “Return of the Ashes” to create public awareness about the problem of forest fire demonstrating all facts and figures in forms of visual data created from burning trees . Also, a limited edition of charcoal set was available for people to purchase for donations, which all were made from the burning trees.

Describe the success of the promotion with both client and consumer including some quantifiable results

• In one day, over 20,000 users scanned the QR code to view the process of producing limited edition charcoals sets and witnessing the impact of wildfires. • In two weeks, 1,000 total orders for the charcoal sets were confirmed from both exhibition and website. • It became talk of the town in Thailand and the content of the campaign became one of top 4 that people talked about. • The campaign provoked the government sector to be more interested and strict in monitoring the incidents.

Explain why the method of promotion was most relevant to the product or service

The strength of this creativity is how we can bring the issue people always feel irrelevant to be more engaging via the aesthetic value of all creative works. It is Thailand’s first exhibition that is able to portray the problem about the forest fire that can deeply engage with people in which people can feel through the visual of all burning trees we use to demonstrate as well as a limited edition of charcoal.