DTAC Ambient, DM, Case study REBIRTH OF SOUND by Y&R Bangkok

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REBIRTH OF SOUND

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Industry Telecommunications Services
Media Ambient, Direct marketing, Case study
Market Thailand
Agency Y&R Bangkok
Executive Creative Director Wichian Thongsuksiri
Art Director Atichai Sangthong
Copywriter Itt Sukthongchaikul, Apoova Arun Kale
Released February 2014

Awards

Cannes Lions, 2014
OUTDOOR LIONS AMBIENT: SMALL SCALE SPECIAL SOLUTIONS BRONZE

Credits & Description

Brand Total Access Communication PCL.
Agency Dentsu Young & Rubicam Ltd.
Type of entry: Ambient
Category: Small Scale Special Solutions
Advertiser: DTAC
Product/Service: TELECOMMUNICATION
Agency: Y&R THAILAND Bangkok, THAILAND
Client: DTAC
Product: TELECOMMUNICATION
Entrant: Y&R THAILAND Bangkok, THAILAND
Type of Entry: Ambient
Category: Small Scale Special Solutions
Entrant Company : Y&R THAILAND Bangkok, THAILAND
Advertising Agency : Y&R THAILAND Bangkok, THAILAND
Media Agency : DTAC CREATIVE AND MEDIA MANAGEMENT Bangkok, THAILAND
Production Company : KRATAI TUENTUA Bangkok, THAILAND
Chief Creative Officer: Trong Tantivejakul (Y&R Thailand)
Chief Creative Officer: Marcus Rebeschini (Y&R Thailand)
Executive Creative Director: Wichian Thongsuksiri (Y&R Thailand)
Copywriter: Apoova Arun Kale (Y&R Thailand)
Copywriter: Itt Sukthongchaikul (Y&R Thailand)
Art Director: Atichai Sangthong (Y&R Thailand)
Agency Producer: Tanabodee Nelabusabanon (Y&R Thailand)
Production House: Kratai Tuentua (Kratai Tuentua Co./Ltd)
Production House: Chubcheevit Studio (Chubcheevit Studio)
Description of Ambient execution:
We came up with the idea of giving them new mobile phones in exchange for the old ones. Then we will take and recycle usable parts of them. Dtac recycles the useful useable parts of those old mobile phones like speakers, earphones and circuit boards that are still in good conditions and turned them into the hearing aids.
We contacted the centre in Nonthaburi that instructing the hearing-disabled people to inform them that we have had this Rebirth of Sound project and we would like to donate these hearing aids to them, especially who cannot afford them.
To complete the objective of this project, the centre consequently considered people by age, financial status and necessity.
After that, the selected people, themselves would come to our centre to receive the hearing aids.
Every expense that occurred during the project is in DTAC responsibility.