HOME IS NOT A BOXING RING

Bronze Spike

Case Film

Presentation Image

TitleHOME IS NOT A BOXING RING
ClientWOMEN AND MEN PROGRESSIVE FOUNDATION
Product/ServiceWOMEN AND MEN PROGRESSIVE FOUNDATION
CategoryC01. Guerrilla Marketing & Stunts
EntrantJ. WALTER THOMPSON BANGKOK, THAILAND
Idea Creation J. WALTER THOMPSON BANGKOK, THAILAND
Media Placement VERVE Bangkok, THAILAND
PR VERVE Bangkok, THAILAND

The Campaign

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."

The Brief

Total Budget: 780,000 THB (23,325 USD) *no further breakdown, non-profit work

Creative Execution

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."

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

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.

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

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.

Credits

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
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