Title | GRATITUDE |
Brand | CHAROEN POKHAND GROUP |
Product / Service | C.P. GROUP |
Category | B11. Corporate Social Responsibility (CSR) / Corporate Image |
Entrant | OGILVY Bangkok, THAILAND |
Idea Creation | OGILVY Bangkok, THAILAND |
Production | SUNSHINE ETC Bangkok, THAILAND |
Production 2 | MATAD Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Nopadol Srikieatikajohn | Ogilvy Group Thailand | Chairman |
Wisit Lumsiricharoenchoke | Ogilvy Group Thailand | Group Executive Creative Director |
Panu Meepaibul | Ogilvy Group Thailand | Creative Director |
Panu Meepaibul | Ogilvy Group Thailand | Creative Director |
Kris Spindler | Ogilvy Group Thailand | Senior English Copywriter |
Jiravara Virayavardhana | Ogilvy Group Thailand | Managing Director |
Siraphob Jitvanitchakul | Ogilvy Group Thailand | Account Director |
Sasipa Mongolnavin | Ogilvy Group Thailand | Strategy Planning Director |
Yuthapong Varanukrohchoke | Ogilvy Group Thailand | Head of TV & Radio |
Kumphol Witpiboolrut | Sunshine Etcetera Co., Ltd. | Director |
Khanuengnit Wichitsakonkit | Sunshine Etcetera.Co.Ltd. | Producer |
Chalee Janpaka | Sunshine Etcetera Co., Ltd. | 1st Assistant Director |
Prakasit Sunghoi | Sunshine Etcetera Co., Ltd. | 2nd Assistant Director |
Chankit Chamnivikaipong | Sunshine Etcetera.Co.Ltd. | Director of Photography |
Natchuda Pho-on | Sunshine Etcetera Co., Ltd. | Production Manager |
Thanyamat Yamavirun | Sunshine Etcetera Co., Ltd. | Assistant Production Manager |
Ek Lemchuen | Sunshine Etcetera Co., Ltd. | Art Director |
Tunyod Kulviroj | Sunshine Etcetera.Co.Ltd. | Location Manager |
Anchisa Eksirimeteekul | Sunshine Etcetera Co., Ltd. | Casting Director |
Thida Rosthip | Sunshine Etcetera Co., Ltd. | Wardrobe Stylist |
Wanchai Panpuak | Sunshine Etcetera.Co.Ltd. | Post Producer |
Manop Boonwipas | Matad Co.,Ltd. | Editor |
Chaitawat Thrisansri | Ogilvy Group Thailand | Colorist |
Terdsak Janpan | Cine Digital Sound Studio Co., Ltd. | Music Composer |
A young teacher in a remote village takes his mother, an Alzheimer’s patient, everywhere with him. She naps at the back of the classroom as her son teaches and has a messy lunch alongside other students as her son tries to feed her. Some parents are not happy having an old woman in school. The headmaster calls a parents’ meeting to discuss the issue. He explains that the mother is the only family member the young teacher has, and she is his entire world. This is the reason why the young teacher turns down all other job offers and stays in this village so that he can keep his teaching job and looks after his mother. The headmaster asks the parents to think about it and if they still wish not to see the old lady at school they should sign the petition.
Filial piety, or gratitude towards one’s parents, is one of the most powerful driving forces in the social fabric of Thailand and indeed much of Asia. As Thailand modernizes and adopts increasingly Western attitudes, CPG wants to remind all Thais of their core responsibilities towards their parents.