CLEAN LIGHT HAND SOAP

TitleCLEAN LIGHT HAND SOAP
ClientBANGKOK TREASURES CO.,LTD
Product / ServiceZANTIIS
CategoryB04. Use of Ambient Media: Small Scale
EntrantDENTSU ONE (BANGKOK), THAILAND
Idea Creation DENTSU ONE (BANGKOK), THAILAND
PR DENTSU ONE (BANGKOK), THAILAND
Production DENTSU ONE (BANGKOK), THAILAND
Production 2 NUAI-KANDI Bangkok, THAILAND

The Campaign

Not only young children have to wash their hands properly, but also people of all ages. A proper way to clean our hands is to wash them with soap for 20 seconds. Being aware of this, we have created Clean Light Hand Soap, a bar of soap that blinks for 20 seconds, the amount of time which guarantees an effective way to clean hands according to U.S. Centers for Disease Control and Prevention. We want to introduce people to the new experience of washing their hands with a blinking soap and hence realize the importance of this 20-second-hand-washing time.

Creative Execution

Clean Light Hand Soap is the first of its kind with a built-in light that blinks for 20 seconds to tell the user of the start and stop time for washing hands. We used it as a communication tool to raise awareness of 20-second hand washing and build a habit of washing hands long enough to kill Norovirus and other germs. We launched a video clip demonstrating how to clean hands properly and distributed 1,500 bars of soap to media, social influencers, schools and the public to spread the word on how much time it takes to clean hands effectively.

Clean Light Hand Soap caught the attention of social media. People started to talk about how long they clean their hands. Our video clip demonstrating a proper way to clean our hands within 20 seconds boosts engage rate of Zantiis Facebook page up to 1700%. This simple innovation was also used as a health education tool in schools and was selected as 1 of 7 shortlists from National Design Innovation Contest 2017 (DIC).

Clean Light Hand Soap is the first of its kind with a built-in light that blinks for 20 seconds to tell the user of the start and stop time for washing hands. We create it as a new media to raise awareness of 20-second hand washing and build a habit of washing hands long enough to kill Norovirus and other germs. We distributed 1,500 bars of soap to the people, schools, media and social influencers. Let’s them experience the new way of washing hands and help spread the word on how much time it takes to clean hands effectively.

Insights, Strategy and the Idea

To draw people’s attention to 20-second-hand-washing time, Zantiis have created Clean Light Hand Soap which is a ground-breaking communicative tool as well as a video clip demonstrating a proper way to clean our hands shared on Facebook to launch it further onto other online platforms. Moreover, we have also given away a total of 1,500 soap bars at Zantiis counters in 3 shopping malls. The condition to get a free bar of soap is to share the video online on Facebook by clicking Like and Share to spread the campaign. Also, events in schools were organized to educate children as well as adult about a proper way to clean their hands. Clean Light Hand Soap was innovated to be a fun education tool, being able to make people aware of the importance of 20-second-hand washing rule and generating a new habit to stay clear from Norovirus.

Credits

Name Company Position
Ted Lim Dentsu Asia-Pacific Chief Creative Officer
Subun Khow Dentsu One (Bangkok) Chief Creative Officer
Priebduan Chotimanukul Dentsu One (Bangkok) Head of Graphic Designer
Chuesai Suvarnapunya Dentsu One (Bangkok) Art director
Kamon Ploydang Dentsu One (Bangkok) Art director
Monthicha Darawankul Dentsu One (Bangkok) Art director
Priebduan Chotimanukul Dentsu One (Bangkok) Head of Graphic Designer
Subun Khow Dentsu One (Bangkok) Chief Creative Officer
Suchanya Sudjarit Dentsu One (Bangkok) Account Executive
Dutchanee Narkapong Dentsu One (Bangkok) Printing Producer
Monnarath Thanasai Dentsu One (Bangkok) Producer
Vorawit Prakornkaew Dentsu One (Bangkok) Producer
Monchai Chaviengpop Dentsu One (Bangkok) Product Production
Sureeporn Changkaew Dentsu One (Bangkok) Product Production
Soraya Chuchai Dentsu One (Bangkok) Product Production
Sophon Sriratanaporn/ Dentsu One (Bangkok) Product Production
Mayvika Homchan Dentsu One (Bangkok) Product Production
Wasin Pothikasem Dentsu One (Bangkok) Product Production
Putthipong Thanathititantorn Dentsu One (Bangkok) Product Production
Peerayu Tongchaume Dentsu One (Bangkok) Product Production
Jiraporn Dechraksa Dentsu One (Bangkok) Product Production
Sutassarin Ankumpoch Product Production Product Production
Wichitra Tritodtrakoon Dentsu One (Bangkok) Product Production
Skan Aryurapong Nuai-Kandi Director
Weerayuth Kamnerdratana Nuai-Kandi Cinematographer/D.O.P
Ruttapon Sutthithanawat Nuai-Kandi Editor
Chaness Raktiprakorn Nuai-Kandi Production Producer
Narongchai Suksai Nuai-Kandi Production Producer