| Title | #FORESTRESCUE |
| Brand | FORESTIAS BY MQDC |
| Product / Service | FORESTIAS BY MQDC |
| Category | C05. Co-creation & User Generated Content |
| Entrant | WUNDERMAN THOMPSON BANGKOK, THAILAND |
| Idea Creation | J. WALTER THOMPSON BANGKOK, THAILAND |
| Media Placement | MEDIACOM Bangkok, THAILAND |
| PR | VERVE Bangkok, THAILAND |
| Production | MEOUR Bangkok, THAILAND |
| Production 2 | WHITELIGHT POST Bangkok, THAILAND |
| Name | Company | Position |
|---|---|---|
| João Braga | J. Walter Thompson Bangkok | Chief Creative Officer |
| Park Wannasiri | J. Walter Thompson Bangkok | Executive Creative Director |
| Chatchai Butsabakorn | J. Walter Thompson Bangkok | Creative Director |
| Yannapat Boonkate | J. Walter Thompson Bangkok | Art Director |
| Kunat Chaengcharat | J. Walter Thompson Bangkok | Copywriter |
| Parattajariya Jalayanateja | J. Walter Thompson Bangkok | Managing Director |
| Nakhanya Sangsingkeo | J. Walter Thompson Bangkok | Client Service Director |
| Pimnida Pairohakul | J. Walter Thompson Bangkok | Account Director |
| Sakila Banyen | J. Walter Thompson Bangkok | Associate Planning Director |
| Amornrit Sumranputi | J. Walter Thompson Bangkok | Senior Strategic Planner |
| Pattaorn Chutikuntanakit | J. Walter Thompson Bangkok | Strategic Planner |
| Jiroj Mechoojit | J. Walter Thompson Bangkok | Production Director |
| Attapong Chooamnard | J. Walter Thompson Bangkok | Digital Producer |
| Chanapatt Chindasanguan | Verve Thailand | Managing Director |
| Prasit Kritsadaariyachon | Verve Thailand | Business Director |
| Punn Sermsuksakulchai | MediaCom Thailand | Group Business Director |
| Kornwikar Mutikakorn | MediaCom Thailand | Digital Media Manager |
| Paradee Stienmanastit | MediaCom Thailand | Planning Manager |
| Teewin Varapaskul | MEOUR PRODUCTION Co., Ltd. | Director |
| Sibprapas Auerpitak | MEOUR PRODUCTION Co., Ltd. | Associate Director |
| Thanaphorn Phiansomphol | MEOUR PRODUCTION Co., Ltd. | Producer |
| Chompunuth Pichaisiri | MEOUR PRODUCTION Co., Ltd. | Production Manager |
| Setthawut Samathimongkol | MEOUR PRODUCTION Co., Ltd. | Director of Photography |
| Aphiwat Thongyoo | MEOUR PRODUCTION Co., Ltd. | Director of Photography |
| Suparerk Maneeratjarutsri | MEOUR PRODUCTION Co., Ltd. | Director of Photography |
| Angkana Wisaroj | MEOUR PRODUCTION Co., Ltd. | Casting Team |
| Jutamas Wattanawanna | MEOUR PRODUCTION Co., Ltd. | Make-up Artist |
| Supparerk Chattanachotikul | MEOUR PRODUCTION Co., Ltd. | Art Director |
| Totsawat Sooksang | MEOUR PRODUCTION Co., Ltd. | Costume Stylist |
| Narongwit Chanpan | MEOUR PRODUCTION Co., Ltd. | Location Manager |
| Nuttapruk Runkerd | White Light Post Co., Ltd. | Post Producer |
| Bheradol Amarin | White Light Post Co., Ltd. | Editor |
| Chaitawat Thrisansri | White Light Post Co., Ltd. | Colorist |
| Manorom Hamichart | TEMSIANG Co., Ltd. | Sound Designer |
| Phakphoom Imbangthong | TEMSIANG Co., Ltd. | Sound Designer |
Forest Rescue is essentially an engagement campaign where the people's response on social media is absolutely critical. Every post with the hashtag and the tree's location was the starting point of the entire operation.
In 2018, the Thai government decided to speed up major urban projects in order to drive economic growth. The entire transportation infrastructure is under construction, reducing green spaces and adding pressure onto the already endangered city’s trees. That became national news and a major social media topic. The Forestias is a new property developer in Thailand, with a vision that men and nature must be able to live together. We had an opportunity to launch the brand and communicate its vision through brand action, proving what it meant with real and viable solutions.
Forest Rescue is the first ever rescue operation for trees. An engagement campaign where the population itself helps identify the trees that face chopping or cutting down and request their rescue via social media. By mapping the hashtag and the tree’s location, our crew planned the rescue operation.
Bangkok is already the world's hottest city according to the World's Meteorological Organization and has grown rapidly with little urban planning and over 15 million people living in its metropolitan area. In 2018, the government's so called Mega projects and its impact on the city trees created a major social media topic. Through social listening and personal one-on-ones, we found out there was an opportunity to engage the population on a social campaign. People were emotionally connected to trees, but saving them was beyond their capabilities. That was an opportunity to position the Forestias as a world-class example of integration between nature and community, highlighting the importance of nature, and especially the urban trees, to healthy ecosystems and urban living.
Forest Rescue is the first ever rescue operation for trees. An engagement campaign where the population itself helps identify the trees that face chopping or cutting down and request their rescue via social media. By mapping the hashtag and the tree’s location, our crew planned the rescue operation and brought them to a 12–acre site where a public park is being built to be donated to the city. Every rescued tree then became additional branded content to educate people on the value of our city trees.
- 17 Million baht worth of free PR - 10M organic reach. - 436 rescue requests were made - 170 trees were saved