READY-TO-GO UNIFORMS

Short List
TitleREADY-TO-GO UNIFORMS
BrandWACOAL THAILAND
Product / ServiceWACOAL
CategoryE01. Launch / Re-launch
EntrantWUNDERMAN THOMPSON BANGKOK, THAILAND
Idea Creation WUNDERMAN THOMPSON BANGKOK, THAILAND

Credits

Name Company Position
Joao Braga Wunderman Thompson Thailand Chief Creative Officer
Park Wannasiri Wunderman Thompson Thailand Chief Creative Officer
Uraiwan Pongthavornsawat Wunderman Thompson Associate Creative Director
Nicate Leelachutipong Wunderman Thompson Senior Art Director
Veerawin Suksantinunt Wunderman Thompson Senior Copywriter
Piyawat Chaiyabunphattharakun Wunderman Thompson Senior Copywriter
Sakila Banyen Wunderman Thompson Planning Director
Parattajariya Jalayanateja Wunderman Thompson Managing Director
Nuttawut Boonpan Wunderman Thompson Client Service Director
Paphawee Rattanachai Wunderman Thompson Account Manager
Saowarak Vongsakulpaisal Wunderman Thompson Senior Project Manager
Saruttaya Mahanavarani Verve Thailand General Manager
Pattira Uttaranakorn Verve Public Relations Consultancy Influencer Relations Supervisor
Pornthip Sarika Verve Public Relations Consultancy Influencer Relations
Tin Tunsopon Post-thesis Designer
Wasakorn Khumklaowiriya - Director
Sawanya Jumchart - Producer
Phoobes Chantawianankit - DOP Lighting Cameraman
Chawan Chomsup - Assistant Camera
Chotita Saiyud - Production Manager
Pruksathip Sawantrat - Art/Props
Benjamaporn Limrateepong - Art/Props
Kiranapat Thanasuksrirat - Make Up/Hair do
Wirayut Butrart - Editor
Kunat Chaengcharat Wunderman Thompson Editor
Phiradon Witcharonasorn - Colorist

Why is this work relevant for Brand Experience & Activation?

"Ready-to-Go Uniforms" picked up an overlooked issue like school uniform and use social media to its advantage. The content of it hits home with teenage girls in Thailand and went on to became viral overnight by the use of only a video game and a photo album. Girls across the country not only shared it but also started to question the role and rules of uniform, leading to a social debate. Wacoal have won girls' hearts and achieved sales, but most importantly, it also enabled girls to express themselves freely.

Background

In Thailand, students have to wear uniforms from kindergarten all the way to university. Worst, violations of uniform codes can turn into severe punishments. Self-expression gets seriously suppressed. Wacoal wanted to launch its new “Go Girls” collection, a collection that is comfortable to wear in every action for girls. But they want to do more than just advertise it as just another bra, they wanted to show their belief that girls should be able to express themselves freely with Wacoal always there to support them.

Describe the creative idea (20% of vote)

To launch its new bra collection ‘Go Girls’, Wacoal decided to make a statement. In collaboration with Thai forward-thinking designer, Wacoal launched ‘Ready-to-Go Uniforms,” a collection of uniforms that transform themselves the moment girls step out of school. This way girls can express themselves just the way they want. By creating the Ready-to-Go Uniforms, Wacoal expresses their belief that girls should be able to express themselves freely and not be conformed with Wacoal bras always there to support them in every action.

Describe the strategy (20% of vote)

As the main target for the products are teenage girls, we thought of how vital it is for them to be able to find themselves in this stage of their lives. But that’s hard to do so in Thailand, even more so in schools where there are strict rules that are there to make them conform. We found that the most tangible symbol of conformation is school uniform – what girls are made to wear since kindergarten all the way to university. So, we created a new kind of uniform that can transform itself into something more so that girls can expresses themselves more freely after school. Then, we launched the idea where we thought teenage girls were, which was also where teachers were absolutely not: Animal Crossing game. Then, the collection became viral on Twitter overnight.

Describe the execution (30% of vote)

Working with Thai forward-thinking fashion designer, Wacoal created “Ready-to-Go Uniforms". We launched the collection online, starting with the place we think girls were and teachers were not present: Animal Crossing game. Then, we posted a photo album of the collection on Facebook and received more than 10k shares. The photos of the collection took on and became viral on Twitter overnight with over 50k shares in one day.

List the results (30% of vote)

Ready-to-Go uniforms spread like wildfire from school to school, leading into the making of a viral music video. Most importantly, the collection sparked a debate in the society and inspired a movement to rethink school uniforms role led by Thai students across the country. As a result, we gained USD 5.3 million PR value and 174% increase in bra sales on month of the launch.

Links
Social Media URL   |   Video URL