Title | READY-TO-GO UNIFORMS |
Brand | WACOAL THAILAND |
Product / Service | WACOAL |
Category | A01. Glass |
Entrant | WUNDERMAN THOMPSON BANGKOK, THAILAND |
Idea Creation | WUNDERMAN THOMPSON BANGKOK, THAILAND |
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 |
With its products, Wacoal has long been a part that support girls and women. But today, they wished they could do more than just supporting girls and women physically. So, to launch its new “Go Girls” collection, a collection that is comfortable to wear in every action for girls, Wacoal wanted 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. And we found the best way for them to do so.
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 took this in mind and decided to do something about it. With the launch of its new 'Go Girls' bra that supports girls to go and be themselves, Wacoal collaborates with a forward-thinking designer to create 'Ready-to-Go Uniforms,' a collection of uniforms that transform themselves the moment girls step out of school. With the statement that girls should always be free to express themselves, the collection became viral after launch and sparked a debate in the society that led to student marches across the country.
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.
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.
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.
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.