LIP RESCUE
| Title | LIP RESCUE |
| Brand | O.P. NATURAL PRODUCTS CO. |
| Product / Service | ORIENTAL PRINCESS |
| Category | D01. Launch / Re-launch |
| Entrant | J. WALTER THOMPSON BANGKOK, THAILAND |
| Idea Creation | J. WALTER THOMPSON BANGKOK, THAILAND |
| PR | J. WALTER THOMPSON BANGKOK, THAILAND |
| Production | THE FILM FACTORY Bangkok, THAILAND |
Credits
| Name | Company | Position |
|---|---|---|
| Arnicknard Wangpaitoon | J.Walter Thompson Bangkok | Creative Director |
| Akarapong Dangkrajang | J.Walter Thompson Bangkok | Creative Group Head |
| Apadsara Charodrum | J.Walter Thompson Bangkok | Copywriter |
| Uraiwan Pongthavornsawat | J.Walter Thompson Bangkok | Copywriter |
| Supannapa Traitonwong | J.Walter Thompson Bangkok | Brand Team Leader |
| Klaijan Santikun | J.Walter Thompson Bangkok | Account Director |
| Jiroj Mechoojit | J.Walter Thompson Bangkok | Production Director |
| Vissara Hirunwatsiri | J.Walter Thompson Bangkok | Agency Producer |
| Penika Angkathunyakul | J.Walter Thompson Bangkok | Project Manager |
| Sirilak Chitpanvong | J.Walter Thompson Bangkok | Designer |
| Manasit Imjai | J.Walter Thompson Bangkok | Graphic Designer |
| Taya Soonthonvipat | The Film Factory Ltd. | Director |
| Patcharee Tanprasitwat | The Film Factory Ltd. | Editor |
| Zairi Mohd | The Post Bangkok | Colorist |
| Parnthep Puranasukon | Wild At Heart Co., Ltd. | Sound Designer |
| Tarapong Ratchadawan | Wild At Heart Co., Ltd. | Audio Engineer |
| Rittee Joel Srichanwongse | Wild At Heart Co., Ltd. | Music Arranger |
| Matt Eastwood | J.Walter Thompson New York | Global Chief Creative Officer |
| Lo Sheung Yan | J.Walter Thompson Shanghai | Chairman, APAC Creative Council |
| Satit Jantawiwat | J.Walter Thompson Bangkok | Chief Creative Officer |
| Parattajariya Jalayanateja | J.Walter Thompson Bangkok | Managing Director |
| Rewat Vorarat | The Film Factory Ltd. | Executive Producer |
| Phuangphaka Rutimanon | The Film Factory Ltd. | Producer |
| Nittaya Tanprasitwat | The Film Factory Ltd. | Editor |
| Chankit Chamnivikaipong | The Film Factory Ltd. | Director of Photography |
| Amornbhong Methakunvudh | Wild At Heart Co., Ltd. | Music Producer |
The Campaign
According to the research done with working women aged group 25-34, it’s shown that ‘lipstick’ is the common cosmetic product all respondents will have side by side in any situation. Therefore, we have created “Lip Rescue, the world-first lipstick that provides all-in-one function from physical beauty to survival”
Creative Execution
Lip Rescue has come up with beautifully modern and vibrant design but also seamlessly hides a whistle function. Based on aerodynamic principle, the sound will be generated from the top lid when contacting with a fluid stream. We have designed the engineering structure inside to allow the sound to release even when the lid is off. It also provides high pitch tone at 120 decibels and carries over long distance up to 100 meters. Just pick up and blow in case of emergency, it’s all women need to do in order to self rescue themselves since the perpetrators will usually be distracted by loud noise and give more opportunity for the victims to search for help.
Describe the success of the promotion with both client and consumer including some quantifiable results
We are now ready to release out the 1st production badge. Right after the news announced, we have gained 3.3 million impression, 900K of social engagement on youtube, facebook, instagram and line, BHT 4.9 million value of free publications and more than BHT 1 million of free PR value. But the most important thing is we have committed to give them the tangible tool that can encourage them to continuously empower and never stop believing on their own power of beauty, and this is only the beginning stage.
Explain why the method of promotion was most relevant to the product or service
Oriental Princess has full commitment to Thai women not only to empower them to never stop believing on their own power of beauty but also would like to make everyday the better living in their own society. Lip Rescue has been created not for the sale profit purpose but it’s intention to give the tangible tool that can provide the practical solution and can truly help them in the real life.
According to UN WOMEN organization, 1 in 3 women worldwide has experienced physical and/or sexual violence. In Thailand, sadly to say but every 20 seconds, one woman has become the victim of the violence from people or at the place they are familiar with. Even though there have variety formats of self-protection device available, these tools are not convenient to carry and keep next to them all the time. Therefore, how can we take this opportunity to make protection into an everyday item that women can’t leave home without?