MELTING SCULPTURE by Publicis Bangkok for Sanofi

Adsarchive » Promo , Case study » Sanofi » MELTING SCULPTURE

MELTING SCULPTURE

Pin to Collection
Add a note
Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Thailand
Agency Publicis Bangkok
Executive Creative Director Kitti Chaiyaporn
Released June 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: SANOFI PASTEUR THAILAND
Product/Service: INFLUENZA VACCINE
Agency: PUBLICIS THAILAND
Date of First Appearance: Jun 15 2009 12:00AM
Entrant Company: PUBLICIS THAILAND, Bangkok, THAILAND
Managing Director: Pongsak Sanitwongse Na Ayudhaya (Publicis Thailand)
Executive Creative Director: Kitti Chaiyaporn (Publicis Thailand)
Copywriters: Chalit Manuyakorn/Kitti Chaiyaporn (Publicis Thailand)
Art Directors: Jintawat Sumpunwattanakul/Kitti Chaiyaporn (Publicis Thailand)
Client Service: Pornthipa Tunthagadh/Sasiwadee Bhukkanasut (Publicis Thailand)
Sculptor: (Patima Design)
Media placement: Outdoor Sculptures - Outdoor Public Place - 15/06/2009

Results and Effectiveness
The sculpture would wash away, to become the skeleton. Passers-by notice the process during the rainy season. It attracts a lot of attention. Newspapers covered the installation.

Creative Execution
To draw attention to this chronic issue, we installed a clay sculpture that washed away progressively whenever it rained, leaving behind just skeletons. And, it leads the elderly to our website (www.kaiwadyai.com, meaning “influenza”) providing an in-depth information.

Insights, Strategy & the Idea
Conventionally, influenza is perceived as a common disease. On the contrary, research has shown a spike in numbers of elderly who contract the deadly influenza during the rainy season. How can we change the perception and make them aware of its danger? That leads them to administer a vaccine.