THE LONG-LASTING UNIFORM

Bronze Spike

Case Film

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TitleTHE LONG-LASTING UNIFORM
ClientI.P. TRADING
Product/ServiceHYGIENE
CategoryA01. Fast Moving Consumer Goods
EntrantBBDO BANGKOK, THAILAND
Idea Creation BBDO BANGKOK, THAILAND

The Campaign

To help demonstrate the effectiveness of HYGIENE, we created “The Long-Lasting Uniform”, a school uniform that can be expanded according to the average kid’s body growth rate to increase its wearability and it’s longevity when cared for with Hygiene. How It Works: Using innovate design, The Long-Lasting Uniform enables certain portions of cloth inside the shirt and pants to be hidden and expanded at a later time, increasing the garment in size from S to M to L as the child, either boy or girl, grows.

Creative Execution

Using innovate design, The Long-Lasting Uniform enables certain portions of cloth inside the shirt and pants to be hidden and expanded at a later time, increasing the garment in size from S to M to L as the child, either boy or girl, grows. You can open the seams whenever you want making it last longer. To launch the campaign, we gave away 800 long-lasting uniforms to children in need across Thailand, using direct CSR Marketing to generate Free PR.

Results

800 children in need across Thailand received long-lasting uniforms, saving their parents precious money and giving the children the clothing and confidence they need to succeed. With this innovation and proper care, parents can now use and expand the size of these school uniforms with ease year after year, reducing the amount they spend on school uniforms by 50%. In addition, Hygiene received countless media impressions and free PR, reinforcing it position as a leading brand of total fabric care solutions.

The campaign directly encourages consumers to care for their clothing with HYGIENE to promote and ensure long-lasting wearability. To further demonstrate the potential effectiveness, 800 Long-Lasting Uniforms were distributed to children in need across Thailand along with the message to care for it properly with HYGIENE to ensure its longevity.

We selected the school uniform because almost every child in Thailand wears and outgrows theirs almost every year. We wanted to show, with proper care, any clothes can last longer. Target: Thai consumers nationwide who care for their clothes and want to make sure they are long-lasting.

Credits

Name Company Position
SUTHISAK SUCHARITTANONTA BBDO BANGKOK CHAIRMAN & CHIEF CREATIVE OFFICER
SOMKIAT LARPTANUNCHAIWONG BBDO BANGKOK CHIEF EXECUTIVE OFFICER
ANUWAT NITIPANONT BBDO BANGKOK DEPUTY CHIEF CREATIVE OFFICER
CHALIT MANUYAKORN BBDO BANGKOK EXECUTIVE CREATIVE DIRECTOR
KARNCITAR NISAMANEEWONG BBDO BANGKOK CREATIVE DIRECTOR
NATTHAPONG SRIPRASART BBDO BANGKOK ART DIRECTOR
NATRENAPA SUWANNATRE BBDO BANGKOK COPYWRITER
SUREEPORN KULCHOTEHIRUN BBDO BANGKOK CLIENT SERVICE DIRECTOR
PORNCHARU MAHASAMITI BBDO BANGKOK ACCOUNT DIRECTOR
MIRA KOMOLWANICH BBDO BANGKOK ACCOUNT MANAGER
NATTAKARN WATTANAMONGKOLSIL BBDO BANGKOK STRATEGIC PLANNING DIRECTOR
KWANKAOW KOOSAKULNIRUND BBDO BANGKOK STRATEGIC PLANNER
YADA BUACHAN BBDO BANGKOK AGENCY PRODUCER
NAVARATANA DONKORT BOB EYE VIEW DIRECTOR / CINEMATOGRAPHER /D.O.P
APIWAT PORNPAKDEE BOB EYE VIEW PRODUCTION PRODUCER
SEREE OSMAND BOB EYE VIEW PRODUCTION PRODUCER
AMPIKA KASIWITHAYANUN BBDO BANGKOK DESIGNER
NERANCHALA KLINHOM BBDO BANGKOK DESIGNER
CHUTCHAI THUKOH BOB EYE VIEW EDITOR
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