Short List
CategoryA01. OTC Medicines


Name Company Position
Suthisak Sucharittanonta BBDO Bangkok Creative Chairman
Anuwat Nitipanont BBDO Bangkok Chief Creative Officer
Pitha Udomkanjananan BBDO Bangkok Deputy Executive Creative Director
Kiatikun Siriwetchmongkolchai BBDO Bangkok Business Director
Suramanas Juntima BBDO Bangkok Creative Director
Vasinee Poungngern BBDO Bangkok Copywriter
Mongkol Monosilapakorn BBDO Bangkok Art Director
Bussarin Kittisorayut BBDO Bangkok Account Manager
Tanyawan Wongapichart BBDO Bangkok Group Account Director

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

All drug advertisements in Thailand need to get a FDA approval.

Describe the target audience and why your work is relevant to them.

Paracetamol users who normally have paracetamol in their household (9 in every 10)


52% of suicide attempt is by drug overdose and the most common drug in every household is paracetamol (9 in every 10). One of the biggest paracetamol manufacturers in Thailand, BAKAMOL, wants to protect their users from misusing their product.

Describe the creative idea

BAKAMOL P.O.D, a paracetamol bottle designed to prevent a drug overdose. For adults, it takes only 10 - 20 tablets all at once to kill. Designed primarily for personal use, the P.O.D bottle dispenses only 2 tablets* at a time. After the pills are released, the bottle stays locked for 4 hours which is a normal recommended dose** for adults. This simple mechanic is designed to disrupt the impulsive suicide attempt process and wait for the person to regain their normal coping mechanisms and survive long beyond the moment. *Dose may vary according to user’s weight. **1-2 tablets and leave at least 4 hours between dose.

Describe the final product

The bottle is made from HDPE plastic. - Push the button on the top to dispense the pills. - With built-in microcontroller, the bottle dispenses only 2 tablets at a time. - After the pills are released, the bottle stays locked for 4 hours to prevent drug overdose. - The blinking red light indicates a 4-hour gap between each dose. - After 4 hours, the light will turn off and users can now take the pills again.

List the results

- More than 70K distributed. - 95% positive feedback from hospital survey - 30% brand lift The new bottle is distributed to hundreds of drug stores and hospitals across the country. And to ensure this drug-misuse prevention becomes universal, we are working with Thailand FDA to make the P.O.D technology publicly accessible for any pharmaceutical company to use with other drugs by 2020.