ARTQUARIUM

TitleARTQUARIUM
BrandPAPAWIN CO.
Product / ServiceHI-JET INKJET PAPER
CategoryG02. Illustration
EntrantOGILVY & MATHER Bangkok, THAILAND
Idea Creation OGILVY & MATHER Bangkok, THAILAND
Production CHAMNI'S EYE Bangkok, THAILAND

Credits

Name Company Position
Nopadol Srikieatikajohn Ogilvy Group Thailand Vice Chairman
Wisit Lumsiricharoenchoke Ogilvy Group Thailand Group Executive Creative Director
Kris Garford Spindler Ogilvy Group Thailand Copywriter
Varunorn Suphannanont Ogilvy Group Thailand Communications Manager
Worarit Boonpirom Ogilvy Group Thailand Group Head, Graphic Designer
Potrawee Wichien Ogilvy Group Thailand Print Producer
Poontharika Poopatanapong Ogilvy Group Thailand Communications Executive
Wannaprapa Tungkasmith Freelance Paper Cutting Artist
Pratee Predeevit AFRICA Director
Pathompon Tesprateep AFRICA Director
Ravin Vichien AFRICA Director or Photography
Supawit Suwannet AFRICA Assistant Director & Visual Effect
Chalit Bunnag Cream Cream House Film Producer
Nattavich Ninprasert Cream Cream House Film Assistant Producer
Naerunyaporn Rodlak Cream Cream House Production Manager
Pisut Siritatiyanon Cream Cream House Art Director
Anakpong Suwannaput Cream Cream House Prop Man
Thanit Assadornchaikul Cream Cream House Editor
Nopawat Likitwong One Cool Sound Studio Supervising Sound Editor
Tanadon Hosathitam One Cool Sound Studio Mixer
Kaikangwol Rungsakorn One Cool Sound Studio Sound Editor
Wipooh Wisaritpaisan One Cool Sound Studio Foley Artist
Piti Kiettipunpattana Chamni's Eye Studio Still Photographer & Retouch
Sutin Huntanasavee Chamni's Eye Studio Still Photo Producer

The Campaign

The idea is to create an aquarium exhibition using the actual aquarium elements such as, acrylic fish tank, several types of fish, rocks, and the water-resistant paper, Hi-Jet, to mimic the art and beauty of the actual existing aquatic plants to communicate the product strength. The design is co-created with the paper cut artist.

Creative Execution

Consumers do not reassess when it comes to choice and the quality of paper they use. They see no differences in paper, so they unknowingly and willingly spend money on unnecessary supplies to help their paper to last longer by coating the paper with plastic spray or enamel. We are approaching the audience by using the paper cut artist who specially have high involvement with papers, in addition of her fan base, this help creates credibility and awareness reach to speak the product's strength and educate consumers on the paper quality.

Indication of how successful the outcome was in the market

The campaign reaches the target consumers, both paper specialist and regular paper users, to educate the new understanding on Hi-Jet papers that they are water-resistant and high quality. Consumers will not need to spend money on unnecessary supplies to help their paper to last longer. People contacted the Facebook and brand for further product detail. Sales raised and most importantly the change in behavior of not to coat their regular paper are clearly understood by the audience.

Consumers do not reassess when it comes to choice and the quality of paper they use. They see no differences in paper, so they unknowingly and willingly spend money on unnecessary supplies to help their paper to last longer by coating the paper with plastic spray or enamel. We are approaching the audience by using the paper cut artist who specially have high involvement with papers, in addition of her fan base, this help creates credibility and awareness reach to speak the product's strength and educate consumers on the paper quality.