THE UNUSUAL FOOTBALL FIELD PROJECT

Grand Prix

Case Film

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ClientAP (THAILAND)
ProductPROPERTY DEVELOPMENT
EntrantCJ WORX Bangkok, THAILAND
Type of EntrySectors
CategoryA08. Corporate Social Responsibility
TitleTHE UNUSUAL FOOTBALL FIELD PROJECT
Product/ServicePROPERTY DEVELOPMENT
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

The Campaign

There are many small irregularly shaped plots scattered in Thailand, especially in the densely populated areas. Those patches of land are usually left neglected, got turned into dumpsites, or areas that teens loiter for drug activities.

Creative Execution

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

- SELECTED AS 1 OF 25 BEST INVENTIONS OF 2016 IN TIME MAGAZINE - SELECTED AS 1 OF 10 BEST IDEAS OF 2016 IN AZURE MAGAZINE - SELECTED AS 1 OF 10 DESIGNBOOM BIG STORIES OF 2016 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.

Explain why the method of promotion was most relevant to the product or service

we changed an advertising space, into a place where people can interact with.

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.

Credits

Name Company Position
SAHARATH SAWADATIKOM CJ WORX EXECUTIVE CREATIVE DIRECTOR
THANASORN JANEKANKIT CJ WORX CREATIVE DIRECTOR
RATTASAK MUTUTANONDH CJ WORX COPYWRITER
NITTAYA CHANANUKUL CJ WORX ART DIRECTOR
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