Leo Burnett Design & Branding A HAPPY GIFT by Leo Burnett Bangkok

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A HAPPY GIFT

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Thailand
Agency Leo Burnett Bangkok
Art Director Keeratie Chaimoungkalo, Sompat Trisadikun, Puripong Limwanatipong
Copywriter Fuad Ahmad, Adulwit Chawala
Released December 2011

Credits & Description

Category: Promotional Item Design
Advertiser: STAR REACHERS GROUP
Product/Service: THE LEO BURNETT GROUP NEW YEAR GIFT
Agency: THE LEO BURNETT GROUP THAILAND
Chief Creative Officer: Sompat Trisadikun (The Leo Burnett Group Thailand)
Executive Creative Director: Keeratie Chaimoungkalo (The Leo Burnett Group Thailand)
Creative Director: Adulwit Chawala (The Leo Burnett Group Thailand)
Art Director: Puripong Limwanatipong (The Leo Burnett Group Thailand)
Art Director: Sompat Trisadikun (The Leo Burnett Group Thailand)
Art Director: Keeratie Chaimoungkalo (The Leo Burnett Group Thailand)
Copywriter: Fuad Ahmad (The Leo Burnett Group Thailand)
Copywriter: Adulwit Chawala (The Leo Burnett Group Thailand)
Graphic Designer: Siriwan Anannatsiri (The Leo Burnett Group Thailand)
Graphic Designer: Aviruth Kosalprapai (The Leo Burnett Group Thailand)
Graphic Designer: Chotika Kamwongpin (The Leo Burnett Group Thailand)
Account Service: Samira Thancharoenkit (The Leo Burnett Group Thailand)
Account Service: Oranan Corsiri (The Leo Burnett Group Thailand)
Account Service: Apiporn Kunakorn (The Leo Burnett Group Thailand)
Digital Producer: Somboon Chutivirojsakul (The Leo Burnett Group Thailand)
Digital Producer: Pattarawut Suthumkosol (The Leo Burnett Group Thailand)
Computer Artist: Kanokwan Chanatipkul (The Leo Burnett Group Thailand)
Computer Artist: Choedsak Sittinantawat (The Leo Burnett Group Thailand)
Project Manager: Uthumphon Suraketkij (The Leo Burnett Group Thailand)
Media placement: Gifts - Leo Burnett's client offices - 1 December 2011

Describe the brief from the client
Every December, Leo Burnett Thailand gives its clients a present to celebrate a new year. The present needs to reflect our philosophy, which is a ‘Human kind’ company. Hence, the idea behind the present should come from a story about people, serve through human needs, inspire and move people.

Describe the challenges and key objectives
However, in 2011, we had to celebrate this happy occasion amidst the worst flood hit Thailand in 50 years. The World Bank ranks it as the fourth costliest disaster, causing US$45.7bn in economic damages and 815 deaths.

We needed to find a ‘Happy Gift’ that could deliver happiness to both our clients and the people suffering from the flood.

Describe how you arrived at the final design
Each product comes in different forms and shapes. Our idea is to keep its sense of originality that it comes straight from the source, while we have to design an identity to deliver a greeting message and story behind each item. Therefore, the design is as simple as a formatted sticker to put onto each item. The sticker tells the name of the product, a village it comes from and the highest flood level. This way, its originality and the idea’s message to reflect are perfectly blended in the design.

Give some indication of how successful the outcome was in the market
86% of our clients selected the gifts by themselves using our Happy Gift e-card. Then our staffs journeyed down to directly buy them from the villagers. Over 12,000 gifts were purchased, packaged and distributed. The happiness was sent from flood victims to our clients through these Happy Gifts and vice versa. Most importantly, the campaign could generate more than US$20,000 to 56 villages in 10 central-region provinces severely affected by the flood. Regardless of the money, it’s a great start for a new life and a spirit sent from Thais to Thais to affirm that as one nation, we will never be apart.