CategoryA02. Rebrand / Refresh of an existing Brand
Idea Creation DENTSU X Bangkok, THAILAND
Media Placement DENTSU X Bangkok, THAILAND


Name Company Position
Mr. Mitsuyuki nakamura dentsu X Global Vice President
Mr. Sarnchatt chansrakao dentsu X Thailand CEO
Mr. Singha Tintermsub dentsu X Thailand Creative Director
Ms. Anchalika ketwattanachai dentsu X Thailand Creative Group Head
Mr. Worachai wongassaphaiboon dentsu X Thailand Creative Group Head
Mr. Kanitapol Apiamornkarn dentsu X Thailand Senoir Art Dirctor
Mr. Ittawin Ngoenwichit dentsu X Thailand General Manager
Ms. Pannapa Donavanik dentsu X Thailand Producer
Ms. Araya preechapholkul dentsu X Thailand Associate Business Director
Tongdee Tongdee Production House

The Campaign

We partnered with Elide Fire® a company that has produced fire extinguisher in feature of Fire Ball and marketed in many countries outside of Thailand. Learning from consumer insight, the life-saving furniture project was developed leveraging the Elide Fire® technology combined with new design. We aim to create a furniture that consumers will accept easily and enjoy the function without scarifying the beauty (design) - comparing to typical fire extinguisher available in the market. Target audience: Home owners who concerned about home safety. Approach: We leveraged innovation into design for lifesaving.

Creative Execution

Life-saving Furniture best serves for everywhere Life-saving Furniture can be placed anywhere you wish – just like a normal piece of furniture you have - at shelf top, tabletop, along the hallway or any visible area of easy access. Ideally, best to place it at high-risk areas such as kitchens, praying rooms, overloaded electrical outlets, or near fire places. (Passive Use) Self Activating – One of the great benefits of Fire Extinguishing furniture is the fact that it can self-activate in the presence of fire when no-one is present. We recommend to place the furniture in the appropriate high-risk area where most fires are likely to start, it will self-activate upon reaching the appropriate temperature and extinguish the fire.

Indication of how successful the outcome was in the market

Our expected result would be to encourage people to adopt fire distinguisher and prevent their premise from fire hazard. And be precaution and stay on the safe side meanwhile enjoy the desirable furniture of their choice.

We created a furniture integrating “Safety” and “Design” called “The Live-saving Furniture”. Besides its modern and attractive look, the Life-saving Furniture consists of distinguishing agent to activate in flames. We designed and produced 4 types of furniture for decorating at high-risk areas where fires are likely to start. Our furniture set includes side table, socket hub, clock and altar Buddha for praying room.


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