THAI FARMER CALENDAR

Short List
TitleTHAI FARMER CALENDAR
ClientICP FERTILIZER CO., LTD
Product / ServiceMABIN FERTILIZER
CategoryB01. Publications & Brand Collateral
EntrantDENTSU (THAILAND) Bangkok, THAILAND
Idea Creation DENTSU (THAILAND) Bangkok, THAILAND
Production PRINT-AD CO. Nonthaburi, THAILAND
Production 2 KRATAI TUENTUA Bangkok, THAILAND

The Campaign

Ancient farmer's books of wisdom used for all agricultural activities are believed to be magical – even spiritual. These books simply contain long-range weather statistics and nature data. So, our Thai farmer calendar which brings the ancient rice wisdoms is designed to improve the quality of life of Thai rice farmers, while helping to continue the rice heritage of Thailand for future generations.

Creative Execution

Before the 2017 New Year, we searched through many sources and consulted with a famous philosopher. Four important books were rediscovered. We designed a new 2017 calendar for Thai farmers nationwide. Modern Thai style graphics were specially designed to symbolize each day and combined with traditional beliefs to create relevant and simplified symbols. Thai color tones were selected to enhance the meaning of represented days. The shape of traditional palm leaf manuscripts used by buddhist monks in sermons were the inspiration for the design, conveying the sense of sacred and ancient wisdom. Then our provincial fertilizer dealers offered the calendar to farmers all over Thailand as a New Year’s good wish gift from us, helping to continue to spread these ancient rice wisdoms.

Indication of how successful the outcome was in the market

The Thai farmer's calendar can increased our brand awareness among Thai rice farmers by 38%. It increased to sales volume by more than 20% after the New Year period. But most importantly thing, our Thai farmer calendar helps to continue the rice heritage of Thailand for future generations and improve the quality of Thai rice farmers’ life nationwide.

Mabin Fertilizer, No.3 in brand awareness ranking in the rice fertilizer market, wants to increase brand awareness amongst Thai rice farmer. We decided to bring the ancient rice wisdoms back to Thai farmers nationwide. With a newly designed calendar for the New Year, while other brands give ordinary calendars to their customers.

Credits

Name Company Position
Nisa Mujjalintrakool Dentsu (Thailand) Ltd. Executive Creative Director
Adul Borvornsrisakul Dentsu (Thailand) Ltd. Deputy Executive Creative Director
Jason W. Cotsmire Dentsu (Thailand) Ltd. Deputy Executive Creative Director
Nalinlug Choomjaihan Dentsu (Thailand) Ltd. Design Group Head
Chirathorn Chiraratsakul Dentsu (Thailand) Ltd. Junior Graphic Designer
Akk Phapongskasem Dentsu (Thailand) Ltd. Creative Director
Pimmada Jirasavetakul Dentsu (Thailand) Ltd. Senior Copywriter
Nadda Riebroicharoen Dentsu (Thailand) Ltd. Creative Group Head
Pawina Thuamsaeng Dentsu (Thailand) Ltd. Creative Group Head
Pilan Subhasri Dentsu (Thailand) Ltd. Senior Art Director
Chotiwat Thasanasuwan Dentsu (Thailand) Ltd. Art Director
Natthanan Posung Dentsu (Thailand) Ltd. New Business Director
Pailin Phromnate Dentsu (Thailand) Ltd. Senior Account Director
Chawit Pitikorntatiya Dentsu (Thailand) Ltd. Film Co-Producer
Sukanya Sitthisang Dentsu (Thailand) Ltd. Creative Coordinator