|Title||ACNES DON'T PANIC KIT|
|Product / Service||MENTHOLATUM ACNES|
|Category||B02. Promotional Item Design|
|Entrant||STORYTELLER BANGKOK, THAILAND|
|Idea Creation||STORYTELLER BANGKOK, THAILAND|
|Production||VISIONARY GROUP Bangkok, THAILAND|
|Thanyaphat Buapant||Storyteller Bangkok Co., Ltd||Account Manager|
|Drakon Sirakovit||Storyteller Bangkok Co., Ltd||Planning Director|
|Atiwat Manassarikan||Storyteller Bangkok Co., Ltd||Senior Planning Manager|
|Vipaporn Pornsetmatakul||Storyteller Bangkok Co., Ltd||Account Executive|
|Parbpraew Ratarasarn||Storyteller Bangkok Co., Ltd||Creative Group Head|
|Komson Yamshuen||Storyteller Bangkok Co., Ltd||Creative Director|
|Palap Sa-Ngiam||Storyteller Bangkok Co., Ltd||Copywriter|
|Rojana Chuasakul||Storyteller Bangkok Co., Ltd||Chief Creative Officer|
|Natee Rukseiree||Storyteller Bangkok Co., Ltd||Producer|
Teens panic when pimples pop up. And panic always leads teens to make wrong pimple ridding decisions. ACNES, the ‘Expert of teens acne problems’ designed the ‘ACNES Don’t Panic Kit’, a first-aid pimple repair kit that reminds Thai teens to keep calm and treat pimples by yourself first before making bad pimple decisions.
Design Concept: Face the mirror. Teens panic about pimples most when they face the mirror. Therefore we designed the ‘ACNES Don’t Panic kit’ to also face the mirror, helping teens to turn their panic into problem solved. Through the use of fun character design, we literally put the pimples to special use designing them as suction cups for the kit to stick to the bathroom mirror.
Even with a small budget of 25,800 USD, over 4 million Thai teens saw the ‘ACNES Don’t Panic Kit’. From a brand with hardly any share of voice, ACNES became a brand that Thai teens were talking about, which shows that a simple mechanic can have a massive impact. This resulted in ACNES cleansing foam being in high demand with a 23% sales growth in shrinking market. Moreover, the kit did its job of reminding teens that the correct way to treat pimples is to keep calm and treating it yourself first, before going to beauty clinics.
Turn a problem into the opportunity – if Thai teens are turning to skin experts, ACNES then needed to act as the ‘expert of teens acne problems’ that gives the correct advice for Thai teens to properly treat their pimple problems through simply washing with ACNES cleanser.