Giffarine Skyline Unity Co. Promo, Case study SMALLERY ART EXHIBITION by BBDO Bangkok

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SMALLERY ART EXHIBITION

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Industry Vitamins & Diet Complements
Media Promo & PR, Case study
Market Thailand
Agency BBDO Bangkok
Art Director Suthisak Sucharittanonta, Korakot Konkaew, Naphol Chantapakorn
Copywriter Subun Khow, Chanatthapol Tiensri, James Dennis Makanas, Prin U-Manertr
Producer Tomyuntee Chaimongkol
Released July 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: GIFFARINE SKYLINE UNITY
Product/Service: LZ VIT - VITAMIN SUPPLEMENT
Agency: BBDO BANGKOK
Date of First Appearance: Jul 8 2010
Entrant Company: BBDO BANGKOK, THAILAND
Chief Creative Officer: Suthisak Sucharittanonta (BBDO)
Executive Creative Director: Subun Khow (BBDO)
Creative Director: Chanatthapol Tiensri (BBDO)
Copywriter: Prin U-Manertr/ Chanatthapol Tiensri/ Subun Khow/ James Dennis Makanas (BBDO)
Art Director: Korakot Konkaew/ Naphol Chantapakorn/Suthisak Sucharittanonta (BBDO)
Account Manager: Yaradee Nima (BBDO)
Producer: Tomyuntee Chaimongkol (BBDO)
Media placement: Event - ARDEL Gallery - 8 July 2010

Insights, Strategy & the Idea
Challenge
• GIFFARINE LZ VIT vitamin supplements for eyes that help prevent eyes diseases & disorders want us to communicate product benefits to consumer but vitamin supplements advertising has been extremely strict by FDA regulations.
• Product benefits are not allowed to communicate via any above the line media.

Creative Execution
The Idea
• Smallery a hip & happening charity project was created to help Corneal Disease patients.
• 3x3 cm framed canvases were sent to 156 artists for their collaborations.
• While painting, the artists had experienced difficulties using their eyes.
• 156 small paintings were sent back to organize an art exhibition.
• The exhibition attendees had to really exercise their eyes to see beautiful details in each piece of art.
• And shared the view with those who has Corneal Disease.

Results and Effectiveness
Results
• Because of this new engaging way of charity the exhibition had generated $113,614 publicity value.
• Product sale increase 13.64%
• Within 5 days of the exhibition, all the small paintings were sold raising $15,600 fund to the “Thai Red Cross Eye Bank”
• All of this was done with only $3,333.