Cannes Contenders: J Walter Thompson Bangkok

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...

J Walter Thompson Bangkok
Heineken has 145 years of stories to tell and it needs them to justify its premium positioning in Thailand. But as it's illegal to advertise alcohol in the country, the brand has to find new ways to bring them to the public.

When you can't tell your brand's stories, make people live them. That's what Heineken did with 57 performers and 1,072 sqm of an immersive theatrical experience at the heart of Bangkok. Results - 60 1-hour rounds fully booked, 42 million impressions in 1 week, Over 500k photos of the show posted online. A limited-edition beer, inspired by the show, sold out in 3 weeks.
The RIng Girl.jpg
J Walter Thompson Bangkok
J. Walter Thompson Bangkok teamed with Thailand's Men and Women Progressive Movement Foundation and X Siam Boxing Stadium to raise awareness that the country, sadly, ranks #2 in the world when it comes to domestic violence.

During a live televised Muay Thai fight, fans were given a sobering reminder of the reality of violence against women when the glamorous Ring Girl was replaced by a real domestic abuse victim - made up to resemble her horrific actual injuries. Instead of displaying the round number, her sign simply said, 'Home is not a Boxing Ring' #PickYourFight.
 
J Walter Thompson Bangkok
This film turned the spotlight on the problem of bullying by featuring Rika Ishige, Thailand's top female ONE Championship athlete also known as 'Tinydoll'. A former victim of child bullying, Rika turned her life around after discovering her confidence through sports and martial arts. She chose to speak out about her childhood as a small and very delicate half-Japanese girl growing up in Thailand.

We are inviting agencies to showcase your agency's best chances at Cannes this year. Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year's festival. 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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