| Title | CANON LIFE REDEFINE : THAI ALPHABET |
| Brand | CANON MARKETING (THAILAND) CO.,LTD. |
| Product / Service | CANON |
| Category | E06. Co-Creation & User Generated Content |
| Entrant | RABBIT'S TALE Bangkok, THAILAND |
| Idea Creation | RABBIT'S TALE Bangkok, THAILAND |
| Media Placement | RABBIT'S TALE Bangkok, THAILAND |
| PR | RABBIT'S TALE Bangkok, THAILAND |
| Production | RABBIT'S TALE Bangkok, THAILAND |
| Name | Company | Position |
|---|---|---|
| NORANIT YASOPA | Rabbits Tale Co., Ltd. | EXECUTIVE CREATIVE DIRECTOR |
| VARUT PIPATTANABANCHA | Rabbits Tale Co., Ltd. | COPY WRITER |
| NUTTHAPORN TEPPITAK | Rabbits Tale Co., Ltd. | SENIOR ART DIRECTOR |
| VALUNCH CHAROENSOMBUT-AMORN | Rabbits Tale Co., Ltd. | ART DIRECTOR |
| SIBB SATTAKHUNCHUTIPAS | Rabbits Tale Co., Ltd. | HEAD OF DESIGN TEAM |
| CHAKRIT BOONJAROEN | Rabbits Tale Co., Ltd. | SENIOR GRAPHIC DESIGNER |
| SARATOON CHANVICHIT | Rabbits Tale Co., Ltd. | GRAPHIC DESIGNER |
| NATTAWAT MONGKOL-ADISAI | Rabbits Tale Co., Ltd. | GRAPHIC DESIGNER |
| KATHLEEN WONGSANGANAN | Rabbits Tale Co., Ltd. | GROUP ACCOUNT DIRECTOR |
| NATTANAN ARRIYAVAT | Rabbits Tale Co., Ltd. | ASSOCIATE ACCOUNT DIRECTOR |
| SITTARN PRASITTIRAT | Rabbits Tale Co., Ltd. | ACCOUNT MANAGER |
| NATTHAWUT CHARTPATTHOMRAK | Rabbits Tale Co., Ltd. | ACCOUNT EXECUTIVE |
| SAROJ LAOHASIRI | Rabbits Tale Co., Ltd. | EXECUTIVE STRATEGIC PLANNING DIRECTOR |
| KITTIPAT MAHAPUNT | Rabbits Tale Co., Ltd. | STRATEGIC PLANNING DIRECTOR |
| PHANNAPHAT MEESRIDEE | Rabbits Tale Co., Ltd. | STRATEGIC PLANNER |
| APICHARN CHALERMCHAINUWONG | Rabbits Tale Co., Ltd. | STRATEGIC PLANNER |
| KANON VATTANAPAYOONGKUL | Rabbits Tale Co., Ltd. | TOUCHPOINT MANAGER |
| VACHIRIVIT KITICHARTPONPHAT | Rabbits Tale Co., Ltd. | HEAD OF CONTENT |
| APANCHANOK AKEWANON | Rabbits Tale Co., Ltd. | SENIOR TOUCHPOINT COMMUNICATION EXECUTIVE |
| NARATIP SAEPHUA | Rabbits Tale Co., Ltd. | SENIOR TOUCHPOINT COMMUNICATION EXECUTIVE |
| WIRANPHAT KITTIJINDAMANEE/ NIYADA SUWANNATRI/ PANNAROT KANPOT | Rabbits Tale Co., Ltd. | TOUCHPOINT COMMUNICATION EXECUTIVE |
| DARAWAN THEPSTITSILP | Rabbits Tale Co., Ltd. | SENIOR MEDIA PLANNER |
| ORAVEE TUNGSUPAPORNCHAI | Rabbits Tale Co., Ltd. | MEDIA PLANNER |
| THANYARAT KOSOL | Rabbits Tale Co., Ltd. | SOCIAL MEDIA ANALYSIS |
| POTRAWEE WICHIEN/ ARTHITAYA KITIWATTANAKORN | Rabbits Tale Co., Ltd. | AGENCY PRODUCER |
| TEEWIN VARAPASKUL | MEOUR PRODUCTION CO.,LTD. | DIRECTOR |
| SETTHAWUT SAMATHIMONGKOL | MEOUR PRODUCTION CO.,LTD. | CINEMATOGRAPHER |
| THANAPHORN PHIANSOMPHOL | MEOUR PRODUCTION CO.,LTD. | FILM PRODUCER |
| PONGSAKORN CHOMWONG | MEOUR PRODUCTION CO.,LTD. | ASSISTANT DIRECTOR |
| TANAT SURABOONKUL | MEOUR PRODUCTION CO.,LTD. | EDITOR |
CANON LIFE IS CANON’S OFFICIAL ONLINE COMMUNITY SITE. HOWEVER, IT HAD LOST PEOPLE’S INTEREST AS THERE ARE MANY OTHER SOCIAL COMMUNITIES. CANON LIFE WANTED TO GAIN ITS REPUTATION BACK AS A CENTRE HUB FOR PHOTOGRAPHERS.
‘CANON LIFE REDEFINE’ WAS LAUNCHED WITH A PROJECT THAT IMPROVE THE SOCIETY RIGHT AT ITS CORE -EDUCATION. WE SET UP A PHOTO CONTEST TO LET PHOTOGRAPHERS USE CANON LIFE AS A CENTRE TO SHARE THEIR POINTS OF VIEW TO CREATE NEW PICTURES FOR THAI ALPHABETS FOR STUDENTS, THE FIRST STEP OF THAI EDUCATION. THERE ARE ALSO MUCH MORE UPCOMING PROJECTS THAT IS GOING TO BE EXECUTED IN THE FUTURE.
FROM THE LAUNCH PROJECT, CANON LIFE REDEFINE BROUGHT 6,253 PHOTOGRAPHERS TO BE A PART OF CANON LIFE. 8,653 PHOTOS SENT TO THE CONTEST WERE SELECTED FOR PRODUCING NEW SET OF LEARNING MATERIALS FOR THAI STUDENTS OVER 400 SCHOOLS AROUND THAILAND. OUR LAUNCH CAMPAIGN GENERATED OVER 32 MILLIONS IMPRESSIONS THROUGH SOCIAL MEDIA SHARING. CANON LIFE EARNED ITS REPUTATION BACK AS A COMMUNITY WHERE NOT JUST CANON USERS BUT EVERY PHOTOGRAPHER GATHERS TO BRING THE POWER OF PHOTOGRAPHER TO MAKE THE BETTER SOCIETY.
IN ORDER TO BRING PHOTOGRAPHERS TOGETHER, WE NEED TO CREATE A UNITY, SOMETHING WITH BIG ENOUGH PURPOSE THAT THEY WOULD BE PROUD TO BE A PART OF. WE CREATE A PROJECT THAT UPLIFT THE MEANING OF PHOTOGRAPHY. ‘CANON LIFE REDEFINE’ IS A PROJECT THAT REDEFINE PHOTOGRAPHY BY TAKING IT TO ANOTHER LEVEL WITH THE BELIEF THAT POWER OF PHOTOGRAPHY CAN IMPROVE THE SOCIETY. THIS PURPOSE-DRIVEN CAMPAIGN IS WHAT WOULD BRING PHOTOGRAPHERS TOGETHER.