Short List
CategoryA02. Applied Innovation
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

Elide Fire partnered with the agency to develop an innovative solution to encourage people to adopt fire distinguisher and prevent their premise from fire hazard. We developed 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.

Creative Execution

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. (Active Use) Throwing Life-saving Furniture into the fire - When a fire erupts, take the nearest available Life-saving Furniture and simply throw it into the fire. The distinguishing agent consisted inside the furniture will be self-activating within 3 seconds. No need to pull pins, or to get close to the fire. No special training or skills required.

Our expectation,we'd like to encourage people to adopt fire distinguisher and prevent their premise from fire hazard. And increase amount of ordering funiture in website.

The Life-saving Furniture is designed by leveraging extinguishing innovation with an aim to prevent Thai people from fire hazard. It is a perfect combination of technology and design beauty that works.


Website URL