| Title | HOME IS NOT A BOXING RING |
| Brand | WOMEN AND MEN PROGRESSIVE FOUNDATION |
| Product / Service | WOMEN AND MEN PROGRESSIVE FOUNDATION |
| Category | C01. Guerrilla Marketing & Stunts |
| Entrant | J. WALTER THOMPSON BANGKOK, THAILAND |
| Idea Creation | J. WALTER THOMPSON BANGKOK, THAILAND |
| Media Placement | VERVE Bangkok, THAILAND |
| PR | VERVE Bangkok, THAILAND |
| Name | Company | Position |
|---|---|---|
| João Braga | J.WALTER THOMPSON BANGKOK | Chief Creative Officer |
| Thasorn Boonyanate | J.WALTER THOMPSON BANGKOK | Creative Director/ Head of Content and Digital |
| Arayanan Markchoo | J.WALTER THOMPSON BANGKOK | Associate Creative Director |
| Pimchanok Chuenkamolpun | J.WALTER THOMPSON BANGKOK | Copywriter |
| Wachira Kanjanawadeekul | J.WALTER THOMPSON BANGKOK | Art Director |
| Nutthapong Wannakovit | J.WALTER THOMPSON BANGKOK | Client Service Director |
| Nuttawut Boonpan | J.WALTER THOMPSON BANGKOK | Group Account Director |
| Manita Kaewsomnuk | J.WALTER THOMPSON BANGKOK | Account Manager |
| Jiroj Mechoojit | J.WALTER THOMPSON BANGKOK | Head of Production |
| Jiraporn Channawach | J.WALTER THOMPSON BANGKOK | Producer |
| Chanapatt Chindasanguan | Verve Bangkok | Managing Director |
| Saruttaya Mahanavarani | Verve Bangkok | Business Group Director |
| Lersant Wisedsinthop | Verve Bangkok | PR Supervisor |
| Pornchanan Yamarat | Verve Bangkok | Business Director |
| Arunrat Permwanichakul | Verve Bangkok | Media Relations Manager |
| Pattira Uttaranakorn | Verve Bangkok | Influencer Relations |
| BOBEYEVIEW | BOBEYEVIEW | Photographer |
| Kittanai Tang | Klack Films | Director |
| Kittipat Tachatararak | Klack Films | Director of Photography |
| Ittiwat poobandit | Klack Films | Editor |
| Naruedom Putipan | Klack Films | Makeup Artist |
| Peerapat kumsarirak | Klack Films | Assistant Director |
| Akedanai Yuktanan | MediaCom Thailand | Business Director, Media Planning |
| Kruamas Suriya | MediaCom Thailand | Head of Content & Activation |
| Kritsakorn Sawangkarn | J.WALTER THOMPSON BANGKOK | In-House Editor |
| Danai Apiwatmongkol/ Supanat Wachiralappaitoon/ Supalerk Silangsri/ Kusuma Arunanondchai/ Intira Tripukdeekul/ Konstant Van Huyssteen | J.WALTER THOMPSON BANGKOK | Creative Support |
| Inspirative | FinalKid | Music Composer |
| Chamni's Eye | Chamni's Eye | Cameraman |
A real victim of domestic violence came to Thailand’s most iconic Muay Thai stadium, replacing the over-sexualized ring girls. Her makeup reproduced her real injuries as documented by the police a year prior, and the sign she held sent a clear message to thousands of men present at the stadium and millions more watching live on TV: "Home Is Not a Boxing Ring."
Total Budget: 780,000 THB (23,325 USD) *no further breakdown, non-profit work
A real victim of domestic violence came to Thailand’s most iconic Muay Thai stadium, replacing the over-sexualized ring girls. Her makeup reproduced her real injuries as documented by the police a year prior, and the sign she held sent a clear message to thousands of men present at the stadium and millions more watching live on TV: "Home Is Not a Boxing Ring."
On the International Day for the Elimination of Violence Against Women, people around the country showed their solidarity through every online and offline media channel as part of the campaign, generating 19 million THB of free PR value for the nonprofit. Even “Fight Club Thailand”, the organizer of the country's most brutal street fight matches, helped spread our message about the place of violence in society. Since the stunt, 25 more abuse victims who hid in fear and shame finally broke silence to seek justice with the foundation.
Thailand is the world’s #2 in domestic violence against women. Thailand's Men and Women Progressive Movement Foundation wanted to do more to spread awareness of the issue, this time targeting Muay Thai loving men who are well familiar with violence. So we sent a real victim to send the message "Home Is Not a Boxing Ring" in between the boxers and the spectators at the most celebrated Muay Thai ring in the country.
Muay Thai is in the hearts of all Thai men. Thousands flock to the boxing rings every weekend and millions more watch it live on TV. So we went where they were. At the precise moment when they celebrated masculine aggression and domination in a massive display of violence, when adrenaline and testosterone reached fever pitch, we delivered our message in the most surprising way.