|Title||THE UNUSUAL FOOTBALL FIELD PROJECT|
|Product / Service||PROPERTY DEVELOPMENT|
|Category||A08. Brand Experience|
|Entrant||CJ WORX Bangkok, THAILAND|
|Idea Creation||CJ WORX Bangkok, THAILAND|
|Media Placement||CJ WORX Bangkok, THAILAND|
|Media Placement 2||SPORE Bangkok, THAILAND|
|PR||CJ WORX Bangkok, THAILAND|
|PR 2||SPORE Bangkok, THAILAND|
|Production||MEOUR Bangkok, THAILAND|
|SAHARATH SAWADATIKOM||CJ WORX||EXECUTIVE CREATIVE DIRECTOR|
|THANASORN JANEKANKIT||CJ WORX||CREATIVE DIRECTOR|
|RATTASAK MUTUTANONDH||CJ WORX||COPYWRITER|
|NITTAYA CHANANUKUL||CJ WORX||ART DIRECTOR|
The Unusual Football Field – AP Thailand turn wasted small useless spaces into a series of irregularly shaped football pitches that fit perfectly into each of the local areas, breaking the traditional limitations of football game while keeping the pitch symmetrical to provide fair play.
The Unusual Football Field was developed in Khlong Toei community, a highly populated area in Bangkok which is believed to have no usable space left. However, in reality, there are numerous asymmetrical spaces scattered across this district.
The campaign was shared across the world, mainly in Asia, Australia, USA, and Europe in just one week of campaign launch. The story was covered in various big news networks, such as Dailymail, The Mirror, The Guardian, The sun, Nation TV, Thairath, Daily News, Bangkok today etc. Many leading web magazine in the design field such as, Hypebeast, Designboom, Fubiz, Fastcodesign, Dezeen, Designdaba also posted our campaign on their websites. Sports website such as, Soccerbible, Kicks to the Pitch, Trollfootball also shared our campaign. The campaign gained so much attention that it generated more than 10 billion impressions and 10,000,000 usd. worth of free media.
AP THAILAND decided to design a field for playing football, which is the most favorable sport in Thailand, in order to promote relationships among the people in the community. This unusual football field has proven that designing outside boundaries can help foster creativity used to develop these useful spaces.
Property Development Brands” Advertising for Branding is often ignored. If we need people to be interested, we need to advertise in a new form and not just traditional Media. So we changed an advertising space, into a place where people can interact with.