|Brand||TIPCO F&B CO.,LTD|
|Product / Service||TIPCO SUPERKID|
|Category||A05. Health & Wellness Tech|
|Entrant||TBWA\THAILAND Bangkok, THAILAND|
|Idea Creation||TBWA\THAILAND Bangkok, THAILAND|
|Production||KLAKFILMS PRODUCTION Bangkok, THAILAND|
|Production 2||DATAHIVE COMPANY LIMITED Bangkok, THAILAND|
|Chris Garbutt||TBWA\Worldwide||Global Chief Creative Officer|
|Veradis Vinyaratn||TBWA\Thailand||Chief Creative Officer|
|Chanatthapol Tiensri||TBWA\DAN Thailand||Executive Creative Director|
|Nattagorn Thairattanasuwan||TBWA\DAN Thailand||Creative Director|
|Kunanun Manusutthipong||TBWA\DAN Thailand||Associate Creative Director|
|Chanatthapol Tiensri||TBWA\DAN Thailand||Copywriter|
|Nattagorn Thairattanasuwan||TBWA\DAN Thailand||Art Director|
|Kunanun Manusutthipong||TBWA\DAN Thailand||Art Director|
|Dethritt Limsiriphan||TBWA\DAN Thailand||Art Director|
|Phanisa Wangsuk||TBWA\Thailand||Art Director|
|Thananwatch Vipassuwan||TBWA\DAN Thailand||Copywriter|
|Attapat Pothinam||TBWA\DAN Thailand||Business Director|
|Taksina Vongsaroj||TBWA\DAN Thailand||Account Director|
|Ausanee Kunapilukkul||TBWA\DAN Thailand||Senior Account Executive|
|Areeya Kesornmala||-||Production Producer|
|Areeya Kesornmala||-||Illustration Director|
|Chaiwat Chartkasemwong||-||2D Animator and Effector|
|Sitthan Ratsameerat||Datahive Company Limited||Senior Developer|
|Adisak Chanchaipoom||Klakfilm Company Limited||Director|
|Satapath Rongkapun||Klakfilm Company Limited||Production Producer|
|Kittipat Teachatararak||Klakfilm Company Limited||DOP|
|Rachanon Sungsuwan||Klakfilm Company Limited||Editor|
|Wuttichai Chodwuttirat||Klakfilm Company Limited||Assistant Director|
|Phunyapat Injun||Klakfilm Company Limited||Production Art Director|
|Soraya Chiewchanchai||Klakfilm Company Limited||Production Manager|
Feeding kids can be a nightmare. Illusively, mobile devices seem like solutions, trading fun for eating. In reality, of course, kids are glued to the screens and forget about eating. The hopeful solution, in this case, becomes a distraction. We want to challenge that status quo. CHEWTOON is about gamifying mealtime for parents and children. In order for the game to work and win, the kid must eat. For the first time, through mobile devices, mealtime will be a playtime.
In Thailand, FMCG Products are most concerned about product over-claim in advertising. To avoid the unexpected case, we put the product disclaimer in the same scene of product shot.
Focusing on parents with kids aged 3-7 years, who are facing with kids' pocketing food issue because it is not only a major irritation during mealtimes but, over a period of time, can cause choking, dehydration and malnutrition. Pediatricians at Chulalongkorn Memorial Hospital collaborated on this campaign. Articles related to our project https://www.helpwithfeeding.com/single-post/2017/11/28/Pocketing-When-Your-Child-Wont-Swallow-Table-Food https://www.asha.org/uploadedFiles/FeedingandSwallowingProblemsinChildren.pdf
Simple fact, mealtime is, practically, the only time kids don’t feel like they are playing. They need to sit still, eat their veggie and don’t make a mess. And parents want all of that done fast. Kids retaliate, how, by either refusing to eat or pocketing their food. We all know Kids love cartoons and games, why don’t we use that.
Tipco Superkid, the healthy juice brand for kid, wants to create healthier and happier mealtimes by utilizing mobile platform. We will turn any mealtime anywhere into playtime. We present ‘CHEWTOON’ A cartoon application powered by chewing. That’s right, chewing. We utilize a facial motion technology that detects the mouth’s motion when chewing. Every chew gives fun actions in the story such as choosing a map/making an action/getting a magical item. There are more than 1,500 possibilities in the story to enjoy. What’s more, parent needs to confirm that the meal is finished before rewards are given.
Focusing on parents with kids aged 3-7 years, Tipco Superkid Juice offers a solution to parent’s nightmare of a feeding time. Kids will munch through their meals because the meal is now part of the game. Not only that, but in time, they will learn that meal is fuel for everything. Helping mom turns mealtime into fun time and her nightmare to chill time, we won’t only win the moms but we’ll have also demonstrated that we know kids.
Collaborating with Thailand's Famous Artist Team to design the elements in the story such as background, character design, object, etc. We also adapted motion capture technology to a chewing motion detector to calculates the actual movement of kids’ mouth when chewing. Finally, we launched our CHEWTOON application on Android Platform which is compatible with all android smartphones and tablets.
Bringing a healthier mealtime between parents and kids.