MOM-MADE TOYS by Lowe Bangkok for Plan Creations

MOM-MADE TOYS

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Industry Toys
Media Design & Branding
Market Thailand
Agency Lowe Bangkok
Creative Director Komsan Wattanavanitchakorn, Phairat Uaphadunglert, Chalit Manuyakorn, Prorakit Tanwattana
Art Director Apichai Inthutsingh, Prasit Vittayasumrit
Copywriter Thanachai Shavitranurak, Thasorn Boonyanate, Noppakate Tawun-Unnop, Wesley Hsu
Designer Plantoys
Producer Thakon Prateeratana
Photographer Pardzy Alive Studio
Released August 2011

Credits & Description

Category: iii. Premium Brand
Advertiser: PLAN CREATIONS
Product/Service: MOM-MADE TOYS
Agency: LOWE
Chief Creative Officer: Pom Chaiyaporn (Lowe)
Creative Director: Chalit Manuyakorn (Lowe)
Creative Director: Komsan Wattanavanitchakorn (Lowe/Open)
Art Director: Prasit Vittayasumrit (Lowe)
Art Director: Apichai Inthutsingh (Lowe)
Copywriter: Noppakate Tawun-Unnop (Lowe/Open)
Copywriter: Wesley Hsu (Lowe)
Copywriter: Thasorn Boonyanate (Lowe)
Copywriter: Thanachai Shavitranurak (Lowe)
Photographer: Pardzy
Production House: Maison
Designer: Plantoys (Plan Creations)
Graphic: Natira Wongpaitoon (Lowe)
Chief Executive Officer: Jeremy Hine (Lowe)
Head Of Production: Piyachat Cholasap (Lowe)
Account Director: Supinyo Maneerat (Lowe)
Account Management: Chidlada Gabites (Lowe)
Planner: Boonchai Suksuriyayothin (Lowe)
Producer: Thakon Prateeratana (Lowe)
General Manager: Chaowapark Srikasem (Lowe)
Creative Director: Phairat Uaphadunglert (Lowe/Open)
Creative Director: Prorakit Tanwattana (Lowe)
Media placement: Toy & Package - Toy Store, Department Store And Hospital - 10 Aug 2011

Describe the brief from the client
The Plantoys founder believes 'Children have a right to play' and there are groups of special kids in Thailand who have been left behind from the society. Kids with Autism, Cerebral Palsy and Visual Impairment are the key groups that Plan Creations has stepped in and helped moms and kids with, with the support from Lowe and Partners (Thailand)

Describe the challenges and key objectives
Challenge:

Kids with special needs in Thailand are more likely to die at young age. Since moms lack the knowledge or specialist skills to development them, the kids are either taken into care or sent to a children's home. How to solve this social issue with no budget at all?

Insight:

For the special kids, a toy is not just a toy, but something that can help them exercise, communicate, socialise, and to develop mentally and physically.

Describe how you arrived at the final design
Solution:

Toys for special kids should be created by the one who knows them best, the one who stays with them 24 hours a day - their moms. 'Mom-made toys' was initiated to let moms design and raise funds to produce the toys for these special kids. Even though they don’t have a proper design skill, but with a knowledge about their kids, and a real heart of a mom, they managed to design from scratch to finished product. We documented the project and PR in various channels.

Give some indication of how successful the outcome was in the market
Result:

Over 26,000 toys were produced and distributed for free to special kids around Thailand. Millions of baht raised in donations, and ฿50m of free media coverage. Most importantly, we gave moms confidence, and made many children smile and develop themselves.