I.p. Trading Thailand Design & Branding, Case study The Long-Lasting Uniform [image] by BBDO Bangkok

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The Long-Lasting Uniform [image]

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Industry Washing powders & Detergents
Media Design & Branding, Case study
Market Thailand
Agency BBDO Bangkok
Chief Creative Officer Suthisak Sucharittanonta
Executive Creative Director Chalit Manuyakorn
Creative Director Suthisak Sucharittanonta, Karncitar Nisamaneewong
Art Director Suthisak Sucharittanonta, Natthapong Sriprasart
Copywriter Suthisak Sucharittanonta, Natrenapa Suwannatre
Production Bob Eye View Co LTD
Director Navaratana Donkort
Released October 2016

Awards

ADFEST 2017
Design Lotus Product Design: Consumer Products Bronze
Design Lotus Self-Promotion Bronze

Credits & Description

Company Entering: Bbdo Bangkok Ltd, Bangkok
Brand: Hygiene
Advertiser: I.P. Trading Ltd.
Agency: Bbdo Bangkok, Bangkok
Chief Executive Officer: Somkiat Larptanunchaiwong
Chief Creative Officer: Suthisak Sucharittanonta
Deputy Chief Creative Officer: Anuwat Nitipanont
Executive Creative Director: Chalit Manuyakorn
Creative Director: Suthisak Sucharittanonta/Karncitar Nisamaneewong
Copywriter: Suthisak Sucharittanonta/Natrenapa Suwannatre
Art Director: Suthisak Sucharittanonta/Natthapong Sriprasart
Designer: Ampika Kasiwithayanun/Neranchala Klinhom
Client Service Director: Sureeporn Kulchotehirun
Account Director: Porncharu Mahasamiti
Account Manager: Mira Komolwanich
Strategic Planning Director: Nattakarn Wattanamongkolsil
Strategic Planner: Kwankaow Koosakulnirund
Agency Producer: Yada Buachan
Film Production Company: Bob Eye View, Bangkok
Director: Navaratana Donkort
D.O.P/Cinematographer: Navaratana Donkort
Film Producer: Apiwat Pornpakdee/Seree Osmand
Graphic House: Kzy (Thailand) Co., Ltd.
Editor: Chutchai Thukoh
Describe the campaign/entry:
To help demonstrate the effectiveness of HYGIENE, we created “The Long-Lasting Uniform”, a school uniform that can be expanded according to the average kid’s body growth rate to increase its wearability and it’s longevity when cared for with Hygiene.
How It Works: Using innovate design, The Long-Lasting Uniform enables certain portions of cloth inside the shirt and pants to be hidden and expanded at a later time, increasing the garment in size from S to M to L as the child, either boy or girl, grows.
Creative Execution:
Using innovate design, The Long-Lasting Uniform enables certain portions of cloth inside the shirt and pants to be hidden and expanded at a later time, increasing the garment in size from S to M to L as the child, either boy or girl, grows.
You can open the seams whenever you want making it last longer.
To launch the campaign, we gave away 800 long-lasting uniforms to children in need across Thailand, using direct CSR Marketing to generate Free PR.
Describe the results in as much detail as possible.
800 children in need across Thailand received long-lasting uniforms, saving their parents precious money and giving the children the clothing and confidence they need to succeed. With this innovation and proper care, parents can now use and expand the size of these school uniforms with ease year after year, reducing the amount they spend on school uniforms by 50%.
In addition, Hygiene received countless media impressions and free PR, reinforcing it position as a leading brand of total fabric care solutions.
The campaign directly encourages consumers to care for their clothing with HYGIENE to promote and ensure long-lasting wearability. To further demonstrate the potential effectiveness, 800 Long-Lasting Uniforms were distributed to children in need across Thailand along with the message to care for it properly with HYGIENE to ensure its longevity.
We selected the school uniform because almost every child in Thailand wears and outgrows theirs almost every year. We wanted to show, with proper care, any clothes can last longer.
Target: Thai consumers nationwide who care for their clothes and want to make sure they are long-lasting.