The Campaign

Introducing the "Dream Protector Kit", a helmet made with special materials that can be write, draw or paint anything like a whiteboard. Together with non-toxic whiteboard pens for the kids to pain their dream on the helmet in order to protect their future.

The Brief

Overall budget 4.6 MB Breakdown of costs - VDO Production 1,426,000 Baht - Kit Production 207,000 Baht - Media 3 MB Paid media budget 3 MB

Creative Execution

We initiate this project together with 1,500 schools across Thailand by giving the kids to the teachers and create a lesson that kids can paint their dream jobs on the helmet and educate them to put it on every time they ride a motorcycle so that their parents can also see their kids dream encouraging them to put the helmet on also. Apart from the workshop at school, this project contains full content experience along the journey. For example, educational video, social influencers co-creation and social activities.

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

Dream Protector Kit was given to more than 5,000 families through more than 1500 schools nationwide. Generating a buzz among parents and into social influencers gaining reach to more than 5 millions of families. Moreover, everyone families wearing their kids our helmet and one for themselves.

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

Dream Protector Kit is designed to save more lives of riders by putting a safety helmet on every time they ride a motorcycle. By giving an engaging experiential activity to make young audience see the value of wearing helmet by making it a touching symbolic of ‘dream’. Moreover, this dream protector helmet sends a strong message for parents to see the value of protecting their kid's future when they pick up their kids after school. The dream protector helmet becomes a touching symbol that reminds parents to protect their kids’ dream and themselves every time they go for a ride.

The most influential person to change people behavior is family. Adult who has kid can change anything for their loved one like quit smoking or alcohol drinking because what's the most important thing to them is the future of their kids and themselves live long enough to see it. Changing from plain helmet into a touching symbolic. Encouraging both kid and parents to protect their dream and for the to protect themselves for the future.