MY FAMILY PROJECT by Creative Juice\G1 Bangkok for BURGBANBURI

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MY FAMILY PROJECT

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Thailand
Agency Creative Juice\G1 Bangkok
Executive Creative Director Prangthip Seelos
Art Director Thirasak Tanapatanakul, Saravut Ketsri, Damisa Ongsiriwattana
Copywriter Taya Soonthonvipat, Viroj Jarusarn, Prangthip Seelos, Jaruwan Tanapatanakul
Producer Witsawut Nuchpoom
Released March 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: BURGBANBURI
Product/Service: SELF SUFFICIENT LIVING INITIATIVE
Agency: CREATIVE JUICE\BANGKOK (TBWA)
Date of First Appearance: Mar 8 2010 12:00AM
Entrant Company: CREATIVE JUICE\BANGKOK (TBWA), Bangkok, THAILAND
Chief Creative Officer: Thirasak Tanapatanakul (Creative Juice\Bangkok (TBWA))
Executive Creative Director: Thirasak Tanapatanakul (Creative Juice\Bangkok (TBWA))
Executive Creative Director: Prangthip Seelos (Creative Juice\Bangkok (TBWA))
Copywriter: Prangthip Seelos (Creative Juice\Bangkok (TBWA))
Copywriter: Taya Soonthonvipat (Creative Juice\Bangkok (TBWA))
Copywriter: Viroj Jarusarn (Creative Juice\Bangkok (TBWA))
Copywriter: Jaruwan Tanapatanakul
Art Director: Damisa Ongsiriwattana (Creative Juice\Bangkok (TBWA))
Art Director: Saravut Ketsri (Creative Juice\Bangkok (TBWA))
Art Director: Thirasak Tanapatanakul (Creative Juice\Bangkok (TBWA))
Producer: Witsawut Nuchpoom (Creative Juice\Bangkok (TBWA))
Film Director: Pisut Soontornwun (Phenomena)
Production House Producer: Ramon Pattamalikitsakul (Phenomena)
Music Composor: Terdsak Janpan (Phenomena)
Media placement: TV - TV Channels - 8 March 2010

Describe the brief/objective of the direct campaign.
We have come to realise that we live in a world of over-consumption and the world of advertising has contributed a vast amount to this by constantly stimulating people to consume products they do not need. We want to use 'My family Project' as a stepping stone to target the creative people in advertising and enlist their help to challenge and change the attitude of this world. To assist the next generation in remembering the principles of self-sufficient living and to help people to realise what they need in life and what they don’t in order to make this a better place to live in for the next generation.

Explain why the creative execution was relevant to the product or service.
Five acres were dedicated to the principle of self- sufficient living to help people realise what they need and what they don’t. We are able to grow our own food such as organic rice, herbs and vegetables; able to use our natural resources around us and raise fish. We also built a big wheel in order to conduct our own energy to use, and created entertainment that revolved around family interaction, whilst taking full advantage of the natural surroundings around us by also conducting a playground for the children to enjoy.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
From this idea 'My Family Project', Burg Barn Buri was born, this is the place of the project where five acres are dedicated to the principle of self-sufficient living. We went back to the basics and came up with the following necessities like food, energy, medicine and entertainment. At Burg Barn Buri we have grow organic rice, herbs, and vegetables, raise fish, make energy from nature as well as built a huge natural playground.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Over 400 families have been able to experience and enjoy the basic necessities we need to live, things like food, energy, medicine and entertainment. We have grown rice, herbs, vegetables, and raised fish. Also we have built a big wheel to generate energy from nature and constructed a natural playground for kids to enjoy. Other entertainment activities have centred on family involvement and interaction and getting back to nature, such as creating figurines from clay. We are currently in the process of building a website for Burg Barn Buri to help increase the word of mouth media impact we have already had, to increase the number of families enjoying this type of lifestyle. We showcased the project at the Chillies Awards, Colombo, Sri Lanka, and hosted a range of creative workshops and public speaking to consciously challenge the consumer attitude of people in this world. We targeted the creative people in advertising in order to enlist their help as they have the power to be big influencers on people’s consumer behaviour, and hope to change this for the next generation.