| Title | THE DUST |
| Brand | EARTH (THAILAND) CO., LTD. |
| Product / Service | AIR CON CLEANER SPRAY |
| Category | D04. Brand / Product Video |
| Entrant | DENTSU ONE (BANGKOK), THAILAND |
| Idea Creation | DENTSU ONE (BANGKOK), THAILAND |
| Production | EARLY BIRD HOUSE Bangkok, THAILAND |
| Name | Company | Position |
|---|---|---|
| Subun Khow | Dentsu One (Bangkok) | Chief Creative Officer |
| Monchai Visuttinont | Dentsu One (Bangkok) | Creative Director |
| Sutassarin Ankumpoch | Dentsu One (Bangkok) | Copywriter |
| Monchai Visuttinont | Dentsu One (Bangkok) | Copywriter |
| Subun Khow | Dentsu One (Bangkok) | Copywriter |
| Nattapat Jitrungruengnij | Dentsu One (Bangkok) | Art director |
| Vorawit Prakornkaew | Dentsu One (Bangkok) | Producer |
| Pasinee Vithayaveroj | Dentsu One (Bangkok) | Account Director |
| Pattrakamon Teekayuko | Dentsu One (Bangkok) | Account Executive |
| Apiruk Pangseepirom | Early Bird House | Director |
| Sorrasak Jaroensrisan | Early Bird House | Cinematographer/D.O.P |
| Narathip Mahumuang | Early Bird House | Editor |
| Pavaranan Kanpairoh | Early Bird House | Producer |
| Somnuk Loisawai | Early Bird House | Sound Designer |
The client briefed us to create a demonstration VDO to show how the product work step-by-step. However, we intended to deliver more than a mundane VDO. Therefore, we decided to create a new trend of a how-to VDO that is no longer boring. Our methods are to change the structure, insert a story full of humor and create a character of “dust from the air conditioner” to make the work more attractive and show that “dust” is a real culprit that ready to disturb and destroy your health every time that you open the air conditioner. Even if you think you are alone, the reality might not be like you think. Also, we use female talent as a main character to show how easy this product is and highlight our product as an simple solution. By following easy steps, the wicked dust will easily disappear from your life.
The clients would like us to create the product demonstration VDO. So, we thought of the phrase “How To” and “Even the woman can do” which can generally represent the ease and the DIY in order to build the awareness of the easy way to clean the air conditioner by own self and stimulate the product trial. In creating this VDO, we presented the product usage in detail through a woman who spent her time with the dust without knowing that the dust accumulating in the air conditioner was the key reason that ruin her health. We have broadcasted this VDO through the social media which includes the Facebook and Youtube as they are the media in trend of Thai consumers.
The VDO has just launched on July 19, 2018. With the short period of time, it is not yet be able to measure the result by now.
Trigger people to clean their air-conditioner more than two times per year because of there is more dust in the air that the two times are not enough. Also, the calling service team to clean the machine is expensive, approximately 500 – 1,500 B. per time. Recommend new frequency benchmark of air-conditioner cleaning per year to Thai people. By inspiring them to clean air-conditioner every 3 months (4 times / year) at least and to try the “EARTH AIR CON CLEANER SPRAY” is the smart solution for people in this era because it’s easier and cheaper.