CHEWTOON

TitleCHEWTOON
BrandTIPCO F&B CO.,LTD
Product / ServiceTIPCO SUPERKID
CategoryB02. Mobile Apps
EntrantTBWA\THAILAND Bangkok, THAILAND
Idea Creation TBWA\THAILAND Bangkok, THAILAND
Production KLAKFILMS PRODUCTION Bangkok, THAILAND
Production 2 DATAHIVE COMPANY LIMITED Bangkok, THAILAND

Credits

Name Company Position
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
Veradis Vinyaratn TBWA\Thailand Copywriter
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
Kantapon Kaewsom TBWA\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

Background

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. Well, doesn’t seem like fun, does it? Kids love to lose themselves in plays and games. That is the time when we can ask them to do what we like. Let’s do that. Let’s make a mobile game that feeds your kids.

Describe the creative idea

Tipco Superkid, the healthy juice brand for kid, wants to create healthier and happier mealtimes and we believe we can do that with what most parents are already using, as a bargaining chips to get their kids to finish their meals, the mobile platform. However, what is available on the mobile platform today are only for viewing pleasure, hence during, mealtime becomes more of a distraction than helper. Presenting ‘CHEWTOON’ An interactive 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.

Describe the strategy

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. Turning mealtimes destruction into helpful tools.

Describe the execution

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.

List the results

Bringing a healthier mealtime between parents and kids.

Links
Application URL