Cannes Contenders: nudeJEH Thailand

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

Puriku.jpgPuriku - The Legend of Love
nudeJEH Thailand

Thailand's FDA strictly forbids all advertisers to claim any product benefit on TV. Our solution was to imply the product benefit by using a word with double meaning. We then turned those words into a hashtag to spread the campaign online.

The hashtag's wording comes from a classic Chinese series "The Legend of Condor Heroes", where the heroine is named "UEUNG YONG". The campaign was inspired by this series because PURIKU's key ingredient is imported from China.

"UEUNG" in Thai means "stunned" and "stunning". "YONG" is the first name of the female character. PeeNeeUeungLoeyYong means "Yong, I'm so stunned."
Tesco Lotus.jpgTesco Lotus - Bring Them to School
nudeJEH Thailand

In Thailand's rural areas, over 20,000 children have to walk barefoot on a hot road full of gravels for more than 10 kilometres to their school every day.

Being aware of this problem, Tesco Lotus launched a CSR campaign called 'Bring Them to School'.

We reached people living in the city, who usually spend 7 hours a day on social media, via an internet film with the concept "Less is not an obstacle of giving" to make them aware of this problem and create a change by donating a pair of shoes.

D-Nee.jpgD-nee Pure - Miracle of Mom
nudeJEH Thailand

Being a mother often comes with fear, concerns and doubts in their ability of raising a baby.

This campaign inspires and encourages new mothers to believe in their instincts, to believe in themselves and in their abilities, through the natural bonding between a mother and a baby - just through the sense of 'touch'.

OPPO THINNEST AD.jpgOPPO R5 - The world's thinnest ad
nudeJEH Thailand

OPPO challenged the smartphone industry by introducing the 'R5' in January 2015. With only 4.85mm of thickness, it officially became 'The World's Thinnest Smartphone'.

We dramatised the smartphone's unique feature by creating the world's thinnest media space ever: the columns in newspapers. While OPPO created the world's thinnest smartphone, we created the world's thinnest ad.

BarBQ Plaza.jpgBarBQ Plaza - Make the Most of Now
nudeJEH Thailand
Bar-B-Q Plaza reinforces their brand positioning 'Make the most of now' in this charming TVC that shows a man making the most of the present moment.

Be Prepared.jpgTic Tac - Be Prepared
nudeJEH Thailand

In this simple and graphical poster, Tic Tac reminds us to be prepared for when the moment comes.

Want to showcase your agency's best chances at Cannes this year? Open to all Asian based agencies planning on entering Cannes this year. Just email with a paragraph or two on each of your best chances. No more than 6 per agency. Include a link to the case study/TVC or supply jpegs if it is print.

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A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

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