B09. Best Small Budget Marketing Campaign

Smoking Kid - Inside out Reflection

Ogilvy & Mather Advertising Thailand

Thai Health Promotion Foundation

1600 Quitline

CAMPAIGN SUMMARY
Smoking has been a public scourge for generations in Thailand.
For the past 20 years, the Thai Health Promotion Foundation has operated and aggressively promoted free hotline, “1600 Quitline” to help smokers kick the habit. Despite the high investment, the number of calls remained considerably low. Smokers either ignored the campaigns or didn't give the key message much thought. The campaigns failed to create attention that led to long-term behavioral change.
Instead of using scare tactics or emotional cues to convince smokers to call 1600 Quitline, the Smoking Kid campaign employed a new approach called “Inside-Out Reflection.”
The smokers found themselves in a situation in which their own voice served as the warning message, thus creating a "self-awakening" moment. Online media was used as a direct channel to communicate with smokers on a personal level.
With a budget of just $5,000 and no media spending, Smoking Kid had an enormous impact that touched smokers and non-smokers alike. The campaign not only became the most effective ever for the THPF, but also generated massive buzz around the world. Smokers far beyond Thailand's borders experienced their own "inside-out reflection" moment, sparking a global conversation and providing inspiration to many looking to give up smoking once and for all.

CREDITS OF PEOPLE
Strategic Planner
Vanich Jirasuwankij
Sutatip Chadavadh
Nuntaporn Laoruangroj
Kusuma Kusoltawee

Chief Creative Officer
Nopadol Srikieatikajohn

Executive Creative Director
Wisit Lumsiricharoenchoke

Creative Director
Taewit Jariyanukulpan
Prasert Vijitpawan

Copywriter
Denchai Kheereerak
Kris Garford Spindler

Art Director
Wisit Lumsiricharoenchoke
Nopadol Srikieatikajohn
Asawin Tejasakulsin

Agency Producer
Uravasee Chuturonggukul

Agency Account Director 
Phawit ChitrakornPatsa Attanon

Old Parts For New

Project ORBIS International / Ogilvy & Mather Group

Project ORBIS International

Project ORBIS International

CAMPAIGN SUMMARY
ORBIS are an international charity on a mission to eradicate curable blindness around the world.
They operate a modified DC-10 aircraft, which functions as a “flying eye hospital”, treating patients in developing countries. Volunteer pilots and doctors fly around the world giving sight-saving treatments to those who would otherwise live their lives in darkness.
In 2012 we were presented with the ultimate challenge. For 2 years running a communications strategy of empathy had helped ORBIS achieve exceptional growth in donations. We needed to repeat our success, this time with even greater urgency, to help ORBIS equip a new flying hospital.
Creativity is born of challenge and opportunity. We rose to the challenge, identified a unique opportunity and created an idea that surprised everyone, pushing donations to an all-time high of HK$ 2.9million (at the time of writing) and smashing 2011’s record by a staggering 55% against a depressed HK donation market.

CREDITS OF PEOPLE
Simon Handford, Executive Creative Director
Sandy Chan, Executive Creative Director
Alvin Lim, Creative Director
Jason Pan, Art Directo
Sonny Tjahjadi, Art Director
Richard Sorensen, Associate CD / Copywriter
Matthew Leem, Business Director
Paul Lam, Associate Account Director
Olivia Paul, Account Executive
Aaron Fischer, Account Executive