Thailand’s Men and Women Progressive Movement Foundation Digital, DM Home is not a boxing ring by J. Walter Thompson Bangkok

Home is not a boxing ring

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Industry Against violence
Media Digital, Interactive & Mobile, Direct marketing
Market Thailand
Agency J. Walter Thompson Bangkok
Chief Creative Officer Joao Braga
Associate Creative Director Thasorn Boonyanate
Creative Director Thasorn Boonyanate
Art Director Wachira Kanjanawadeekul, Supparerk chattanachotikul
Copywriter Pimchanok Chuenkamolpun
Production Klackfilms
Director Kittanai Tang
Released December 2017

Awards

ADFEST 2018
Outdoor Lotus AMBIENT & OTHER OUTDOOR SUB-CATEGORIES: GUERILLA MARKETING Bronze
Media Lotus BEST USE OF GUERILLA MARKETING Bronze

Credits & Description

J. Walter Thompson Bangkok teamed with Thailand's Men and Women Progressive Movement Foundation and X Siam Boxing Stadium to raise awareness that the country, sadly, ranks #2 in the world when it comes to domestic violence. During a live televised Muay Thai fight, fans were given a sobering reminder of the reality of violence against women when the glamorous Ring Girl was replaced by a real domestic abuse victim. #PickYourFight
Media: Interactive
Category: Charities & appeals
Client: Thailand’s Men and Women Progressive Movement Foundation
Agency: JWT Bangkok
Production: Klack Films
Country: Thailand
Director: Kittanai Tang
Chief Creative Officer: João Braga
Creative Director: Thasorn Boonyanate
Art Director: Wachira Kanjanawadeekul
Copywriter: Pimchanok Chuenkamolpun
Art Director: Supparerk chattanachotikul
Producer: Jiraporn Channawach
Assoc Creative Director: Thasorn Boonyanate
DoP: Kittipat Tachatararak
Brand Team Leader Supannapa traitonwon
Client services Director Nutthapong Wannakovit
Group Account Director Nuttawut Boonpan
Account Manager Manita Kaewsomnuk
Production Director Jiroj Mechoojit
Verve Bangkok (PR)
Managing Director Chanapatt Chindasanguan
Business Group Director Saruttaya Mahanavarani
PR Supervisor Lersant Wisedsinthop
Business Director Pornchanan Yamarat
Media Relations Director Wongchan Tangsongsak
Media Relations Manager Arunrat Permwanichakul
Influencer Relations Pattira Uttaranakorn
PR Photo Shoot: BOBEYEVIEW
Editor Ittiwat poobandit
Makeup artist Naruedom Putipan
Assistant director Peerapat kumsarirak
Production manager Soraya Chiewchanchai
Costume stylist Piyamon Khasom
The brief :
Thailand is the world’s number #2 in domestic violence against women, but communication efforts rarely capture the attention of the perpetrators themselves – their husbands and partners. How do we get them to really pay attention? How can we make them care?
The strategy :
Muay thai is in the hearts of all thai men. Thousands flock to boxing rings every weekend, and millions more watch it on tv. So we went where they were. Precisely when they are rooting for violence, in a massive celebration of masculinity and strength. At that moment, with adrenaline and testosterone at its peak, we deliver our message in the most surprising way.
The execution/the execution & craft :
A real victim came to one of thailand’s most traditional muay thai rings, replacing the overly sexualized ring girls. Her make-up reproduced the police files from a year before and the sign she held carried a clear message to thousands of men present at the stadium and millions more watching it live on tv.
The result :
On november 25th, the international day for the elimination of violence against women, a country showed its support in every media outlet and social media channel. 19 million thai baht worth in pr value.