THE BILLBOARD REMAINS

Short List
TitleTHE BILLBOARD REMAINS
BrandNETFLIX
Product / ServiceNETFLIX
CategoryB03. Use of Print / Outdoor
EntrantLEO BURNETT Bangkok, THAILAND
Idea Creation LEO BURNETT Bangkok, THAILAND
Media Placement WAVEMAKER THAILAND Bangkok, THAILAND
Production EIGHTFINITYFILM Bangkok, THAILAND
Production 2 NO SOUND IN SPACE CO. LTD Bangkok, THAILAND
Post Production NEWBRAIN POST Bangkok, THAILAND
Additional Company NETFLIX Singapore, SINGAPORE

Credits

Name Company Position
Sompat Trisadikun The Leo Burnett Group Thailand Chief Creative Officer
Paruj Daorai The Leo Burnett Group Thailand Executive Creative Director
Santi Tubtimtong The Leo Burnett Group Thailand Executive Creative Director
Wikorn Rojarayanont The Leo Burnett Group Thailand Creative Director
Nareerat Phiyasupornkul The Leo Burnett Group Thailand Creative Group Head
Kornkanok Thakum The Leo Burnett Group Thailand Art Director
KROEKKIAT CHANTHAKITNUKUL The Leo Burnett Group Thailand Art Director
Irene Indravudh The Leo Burnett Group Thailand Art Director
Lucksamon Boonthepprata The Leo Burnett Group Thailand Art Director
Sompat Trisadikun The Leo Burnett Group Thailand Art Director
Rungravee Choakpattanapong The Leo Burnett Group Thailand Copywriter
Torung Juntakanok The Leo Burnett Group Thailand Copywriter
Nitituch Hirunyapechakul The Leo Burnett Group Thailand Graphic Designer
Sarawut Ongchai The Leo Burnett Group Thailand Computer Artist
Samira Thancharoenkit The Leo Burnett Group Thailand Client Service
Umaporn Khlangbunkhrong The Leo Burnett Group Thailand Account Manager
Piyarat Boonthanomwong The Leo Burnett Group Thailand Account Director
Chutirat Khongsantiah The Leo Burnett Group Thailand Account Executive
Kanokporn Siriseree The Leo Burnett Group Thailand Agency Producer
Sarawut Lertkittipaporn The Leo Burnett Group Thailand Agency Producer
Kree Mangkang The Leo Burnett Group Thailand Agency Producer
Worawin Soncharoen The Leo Burnett Group Thailand Strategic Planning Director
Nattapong Sae-lieo The Leo Burnett Group Thailand Strategic Planner
Pairach Khumwan Eightfinityfilm Director
Bhakvarin Kiratipathomroj Eightfinityfilm Producer
Abhisit Prasongsup Eightfinityfilm Cinematographer
Wisarut Deelorm Newbrain Post Editor
Viratee Tricharoendej WPP (THAILAND) LTD. – WAVEMAKER Media
Chulaluck Pangnirund WPP (THAILAND) LTD. – WAVEMAKER Media
Chawadol Wutthisirinukun WPP (THAILAND) LTD. – WAVEMAKER Media

Why is this work relevant for Media?

“The Billboard Remains” was created to promote Netflix Original Series “Bangkok Breaking”. The idea is to trigger audiences’ curiosity by creating immersive experience and engaging them into the story. We turned the traditional billboard to the stunning real-life threats like never before.

Background

Netflix Thailand launched a drama-thriller original series, “Bangkok Breaking”. The story is about a rescue worker and a news reporter who try to find the truth behind the dark side of Bangkok rescue services. The deeper they dig into the story, the more dangerous their lives had become. The goal is to capture new target audience of Netflix in Thailand which are mass audience of Thai drama watchers.

Describe the creative idea / insights (30% of vote)

We immersed drama-thriller concept of the show into the real life by sending out threatening message to the audience to stay away from watching Bangkok Breaking.

Describe the strategy (20% of vote)

To get Thai drama watchers’ attention, we leveraged drama-thriller concept of the show and bring it to life. The strategy was to trigger people’s curiosity and ignite provocative conversation by using human truth “the more you tell people not to do something, the more they would want to do it.”

Describe the execution (20% of vote)

We kicked off the campaign by launching normal billboards about the series in multiple locations. A few days later, people around internet found clips of gangsters set fire on our billboards. On the real locations, our billboards were burnt only the remains left with the signage saying that ‘If you don’t want to end up like this billboard, don’t watch this series.’ This created a buzz of curiosity. Everybody was noticed, and conversation spread out virally.

List the results (30% of vote)

Massive awareness was built overnight. An overwhelming number of people watched our series in the first month. 50.6M IMPRESSIONS 4.9 M ENGAGEMENTS RANKED#1 Among Thai contents In September