Foundation For Children Design & Branding PAPER DOLL by Ogilvy & Mather Bangkok


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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Thailand
Agency Ogilvy & Mather Bangkok
Creative Director Gumpon Laksanajinda
Art Director Wisit Lumsiricharoenchoke, Nopadol Srikieatikajohn, Worarit Boonpirom
Copywriter Kris Garford Spindler, Kulvadee Doksroy
Account Supervisor Phannika Vongsayan
Released April 2011

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Date of First Appearance: Apr 17 2011
Entrant Company: OGILVY & MATHER, Bangkok, THAILAND
Executive Creative Director: Wisit Lumsiricharoenchoke (Ogilvy & Mather Thailand)
Executive Creative Director: Nopadol Srikieatikajohn (Ogilvy & Mather Thailand)
Creative Director: Kulvadee Doksroy (Ogilvy & Mather Thailand)
Creative Director: Gumpon Laksanajinda (Ogilvy & Mather Thailand)
Copywriter: Kulvadee Doksroy (Ogilvy & Mather Thailand)
Copywriter: Kris Garford Spindler (Ogilvy & Mather Thailand)
Art Director: Wisit Lumsiricharoenchoke (Ogilvy & Mather Thailand)
Art Director: Nopadol Srikieatikajohn (Ogilvy & Mather Thailand)
Art Director: Worarit Boonpirom (Ogilvy & Mather Thailand)
Agency Producer: Paiboon Suwansangroj (Ogilvy & Mather Thailand)
Account Supervisor: Phannika Vongsayan (Ogilvy & Mather Thailand)
Account Manager: Nichanun Attanon (Ogilvy & Mather Thailand)
Production House: (Visionary)
Illustrator: (Visionary)
Retoucher: (Visionary)
Media placement: Postcard - Offices - 17 April 2011

Describe the brief from the client
Foundation for Children has been founded in Thailand for many years aiming to help all aspects of lives of unfortunate children mainly aged less than 8 years old. Within a very limited budget, the foundation wants to help those children in deep rural areas who have less by talking to potential donors through a simple way that can truly engage the target and lead to the action, which is donation.

Describe the challenges and key objectives
The key challenge is how to create the universal communication device that can really engage and provoke the action to donate. The communication idea should be simple, yet provocative enough to trigger the target to act. On top of that, the approach to engage with the target to stimulate their action does not need to be depressive, but rather a pleasant feeling.

Describe how you arrived at the final design
The team has studied the lifestyle of the target and found out that paper doll is the best device that can be used as a common language that reminds the experience since the target was young, while we played our paper dolls. Normally, we have only 1 – 2 paper dolls but with a lot of costumes we can select and dress our doll. In contrast to those unfortunate kids, they have very few costumes and even have no clothes that protect them from the cold weather in the winter.

Give some indication of how successful the outcome was in the market
The selection of the device can create the shared feeling among the target and generate the public interest and lead to higher donation after the campaign.