|Title||HELMET HEAD PROJECT|
|Brand||A.P. HONDA CO., LTD.|
|Product / Service||HONDA ROAD SAFETY CAMPAIGN|
|Category||A05. Use of Original Composition|
|Entrant||HAKUHODO ASIA PACIFIC Bangkok, THAILAND|
|Idea Creation||HAKUHODO ASIA PACIFIC Bangkok, THAILAND|
|Oracha Suesuwan||Hakuhodo (Bangkok) Co., Ltd.||Associate Creative Director|
|Sira Suvanphun||Hakuhodo (Bangkok) Co., Ltd.||Senior Copywriter|
|Kawit Kittikun||Hakuhodo (Bangkok) Co., Ltd.||Art Director|
|Sisuda Doungchan||Hakuhodo (Bangkok) Co., Ltd.||Producer|
|Tatcha Ngamkala||Songmue Production Co., Ltd.||Film Director|
|Pithai Smithsuth||Songmue Production Co., Ltd.||Director Of Photography|
|Nutruepong Rungniwesn||Songmue Production Co., Ltd.||Producer|
Helmet Head Project is the new way of safety campaign which aims to create safety riding society for Thai people by revolving their attitudes about helmet and encourage them to wear helmet in their everyday lives.
Implementation: Using 'Golf Fukking Hero', Thailand's one of the most famous hip hop artists (one of presenters) to compose impactful rap song. The song is divided into two parts, the first being a rap verses of 3 solid rules of the campaign while diss the excuses of people, and later the soul-stirring march with lyrics that urges people to put on the helmet every time they use motorbikes without any more excuses. After the song finished, we created the music video to make the song more impactful. Timeline: August 2016-August 2017 Placement: Upload Music Video on Youtube Scale: Nationwide
- Music Video reaches 1 million views on youtube within 2 weeks after released. - Thai social media influencers shared the music video organically.
Music has always been a part that contributes to moving the society forward. From music in agriculture to many other important traditions, Thais have always used music to bring the society together. With that insight, we believe a simple song can serve as the most effective tool to make people aware of the importance of helmet wearing.
1. Using 'revolutionary' which match with current political situation in Thailand as the theme of communication. 2. Using 3 opinion leaders for new generation to be campaign presenter. 3. Selecting music as the key tool to attract intention of Thai people and to deliver campaign message.