Johnson’s Baby and BBDO Bangkok’s latest campaign ‘The Other Mother’s Day’ for Thailand’s Mother’s Day, August 12, aims to reinvent the concept of a “Mother” and stir up global debate.

When you search on Google for “definition of a mother”, what do you find?

A mother is a female parent. Someone who has born a child. A homemaker. The photo results for “a mother” show only women, not pierced or tattooed.
What if you don’t fit the “norm”? What if you don’t embody the “stereotypical traits”?
Does this mean you can’t call yourself a mom?

In a fresh, current, and truly inspiring campaign demonstrating that mothers are anyone who cares for others, anyone who considers themselves to be one, no matter their appearance or gender.

“Being a mother is not a definition. It’s a feeling. We hope that this will be the “definition,” said Chutamas Ngamjitkul, Senior Marketing Manager Johnson & Johnson Consumer (Thailand).

The #HeartOfAMom aims to promote the equality, inclusion, and diversity of motherhood, highlighting the deep bond between mothers and their children that goes against the social norms and the gender-based stereotype of motherhood and doesn’t conform to social context. Featuring real-life experiences of four mothers across spectrums, the campaign captures today’s diverse and inclusive society through their unconditional devotion and dedication to their children.

“August is a month where every brand tries to launch a tearjerker film about mothers. So, instead of just making another ad like that, we wanted to make something that would truly inspire action, creating tension around “The Other Mother”, somebody who’s socially excluded and has never experienced Mother’s Day. We hope we can change Mother’s Day to be a day for every mother,” said Thasorn Boonyanate, Chief Creative Officer of BBDO Bangkok.

The campaign was first featured as an ad on the cover of Thailand’s most known newspaper, showing a traditional Thai Mother’s Day celebration, with three moms seated, two stereotyped mothers, and one gay mother. It asked: “Which mom can celebrate Mother’s Day?”. As the cover went viral on the internet, people began to debate the kind of mom that deserves to be celebrated on Mother’s Day. Discussions even made it to news channels, which discussed the issue on their news shows.

“Seeing the response of the initial newspaper ad and the debate it led to, we decided to make a follow-up film called “The Other Mother’s Day. We started by looking for mothers who did not fit the socially prevalent gender-based stereotype of motherhood and invited them to join our Johnson’s Baby Mother’s Day event, where they were surprised with a video of their children interviewed about how they feel about their mother,” added Thasorn Boonyanate.

“Johnson’s Baby strongly believes motherhood should be fundamentally characterized by a mother’s heart with pure love for her children, not by social norms that we have adhered to. On this occasion, Johnson’s Baby would like to emphasize its commitment to staying with all mothers without gender discrimination as part of the #HeartOfAMom. Because every mother’s heart will do everything to ensure that their children grow up happily in their way,” said Chutamas Ngamjitkul, Senior Marketing Manager Johnson & Johnson Consumer (Thailand)

With the #HeartOfAMom campaign, Johnson’s Baby wishes to encourage everyone in society to keep an open mind about equitable, inclusive motherhood.

“We can only achieve a better future if we keep the door open to all mothers, regardless of their gender identities and sexual orientations,” added Chutamas Ngamjitkul.

Credits
Campaign: The Other Mother’s Day
Agency: BBDO Bangkok
Chief Creative Officer: Thasorn Boonyanate
Creative Director: Karncitar Nisamaneewong
Assistant Creative Director: Natthapong Sriprasart
Copywriter: Sarunya Hongthong
Head of Brand & Digital: Prasit Kunanuphanchai
Strategic Planner: Siraphat Ngewseeda
Group Business Director: Taksina Vasaruchapong
Group Account Director: Mira Komolwanich
Account Manager: Nattakamol Mekmoke
Account Executive: Pornchanok Wuttitanakorn
Agency Producer: Toungrak Jiravatanarungsri, Yada Buachan
Project Manager: Pranee Charoenpornpos
Executive Assistant: Mintra Sukitpaneenit
Production house : B1 films
Director: Duangtawan Sirikoon
Producer: Teeruth Satitkul
Assistant Director: Rattapol Jantararuangtong
Director of Photography: Andrew Strobridge

Credits:
Brand: McDonald’s
Campaign: Lovin’ It
Advertising Agency: TBWA Thailand

This campaign is about:
Print, Thailand, Food, McDonald’s, Marketing, Advertising, creative Ads, Print Campaign, McDonald’s Lovin’ It

While many in Thailand use Google to search for answers they need, very few used the search engine to look for football-related information. They wanted to show Thais that Google search was the easiest way to get in-depth real-time football information anytime.

Idea:
Due to being in a different time zone, most international matches happen late at night in Thailand. They used this opportunity to recreate late-night football matches as daily Instagram stories, so fans do not lose sleep over them. They used game date from Google search – scores, goals, penalty, fouls, and schedule – and recapped complete matches on Instagram. Fans could dive deeper and unlock game insights by simply swiping up to open Google Search.

Result:
By using Instagram to bring football fans to the Google Search bar, they scored over 1.3 million daily active users, and a 4% increase in usage intent for the football onebox feature.

Credits
Client: Google
Campaign: Google Insta-Highlights
Advertising Agency: Toaster, Singapore, Singapore
Executive Creative Director: Vinod Savio
Associate Creative Director: Alvaro Bruch
Copywriter: Benjamin Teo
Art Director: Yong Yu Tan
Copywriter: Yaniga Lertpimonchai
Senior Motion Graphics Designer: Mujib Jamin
Head Of Technology: Oliver Dooley
Senior Account Manager: Vanessa Soh
Account Director: Saufi Salleh
Motion Graphics Designer: Chozan Aung

This campaign is about:
Digital Campaign, Thailand, Electronics, Technology, Toaster, Google Search

Credits
Campaign: What’s your PRIDE-ority?
Advertising Agency: WORKKIT, Bangkok, Thailand
Marketing Agency: Meidea Full Service Agency, Vientian Lao
Social Media Agency: Digital Monkey, Vientian Lao
Creative Director: Adam Siriraka
Copywriter: Adam Siriaka, Watunyu Maliwan
Art Director: Norachai Dattongchai
Client Service Director: Koblap Narukatpichai
Project Manager: Supansa Srisongphol
Production House: Shoryuken Production
Film Director: Chatshai Prasertmak

Tags:
Creative campaign, Beer, Branding, Thailand, Alcoholic Drinks, Digital campaign

According to the “physical distancing” concept by the World Health Organization (WHO), GQ Apparel and Rabbit Digital Group designed GQ Limited Distance Edition Collection to encourage people to maintain a two meters distance from one another.

The collection includes a t-shirt and GQWhite™ mask printed with a special message that is readable under two meters to warns those who can read it to move further until they cannot. Translated into four languages, the letter size has been certified as visible within two meters for average eyesight by The Association of Thai Optometrists.

Besides the optical signal warning, the GQWhite™ Mask can also protect wearers with seven protective features: liquid-repellent technology, antibacterial 99.9% interior, and custom-fit adjustable strap.

Moreover, to remind the wearer to keep themselves safe from COVID-19, the T-shirt label also comes with care instruction on how to stay safe from the virus.

Together with the intention of the design to prevent the virus from spreading, the collection also aims to help to reinforce the medical support as all proceeds from the group will be donated to Ramathibodi Foundation to purchase respirators and medical equipment needed for the treatment of COVID-19 patients.

Credits
Advertising Agency: Rabbit Digital Group, Thailand
CEO: Sunard Thanasanaksorn
CCO: Noranit Yasopa
Deputy ECD: Papop Chaowanapreecha
Managing Director (PR): Jakrapong Kongmalai
Senior Art Director: Kajohnchai Rodklongtan
Graphic Designer: Benjaluk Deeyai
Producer: Potrawee Wichien
Photographer: Kanawat Jaiprom
Assistant Photographer: Pichayaporn Ritthidej
Post Production Team: Chris Junior Drabik, Naphat Saksitphiphat, Natnicha Chalermsingha
Media Buyer: Prattana Sridach

Tags:
GQ Limited Distance Edition, Design, Thailand, Fashion, Public Interest, NGO, GQ Apparel, Rabbit Digital Group, COVID-19, GQWhite™ Mask, Liquid-repellent technology, antibacterial, Coronavirus, COVID-19 Ads

Credits
Advertising Agency: CJ WORX, Bangkok, Thailand
Chief Creative Officer: Saharath Sawadatikom
Executive Creative Director: Saharath Sawadatikom
Creative Director: Natkanate Ruengrujmethakul
Creative Group Head: Suparkorn Kansamread
Art Director: Saharath Sawadatikom, Natkanate Ruengrujmethakul, Suparkorn Kansamread
Copywriter: Kritchanon Srisawai, Satawat Tangpuangporn
Digital Designer: Sereephap Sourtanglai
Social Media Group Head: Rotjarin Sangteerapanit
Senior Social Media Art Director: Pruksa Houlraluck
Social Media copywriter: Raphatsorn Paphatchaya
Project Manager: Benjawan Sengtee
Film Production Company: Bobeyeview Studio
Postproduction Company: Roomdio Production

Tags:
Public Interest, NGO, LESSSALT, Thai Health Promotion Foundation, Innovation, Product, Salt, Health

Credits
Advertiser: McDonald’s
Campaign: Loving Bangkok Nights
Advertising Agency: TBWA, Bangkok, Thailand
Chief Creative Officer: Nils Andersson
Executive Creative Director: Veradis Vinyaratn
Creative Director: Chanatthapol Tiensri
Art Directors: Kunanun Manusutthipong, Dethritt Limsiriphan
Copywriter: Ronnapop Chaiyanant
Agency Producer: Werawat Rangruktham
Photographer: Virunan Chiddaycha
Digital Imaging: Visionary Bangkok

Tags:
Loving Bangkok Nights, Print Advertising Campaign, Print Advert, Food, Beverages, TBWA, Bangkok, Thailand, Creative Print Ads, Print campaign, Creative Advert, McDonald’s Ads

Credits:
Client: Ikea (Singapore, Malaysia, Thailand)
Campaign: Recipes for Delicious Kitchens
Agency: BBH Asia Pacific
ECD: Scott Mcclelland
CD: Tinus Strydom, Maurice Wee
Senior Art Director: Gaston Soto
Senior Copywriter: Omar Sotomayor
Business Director: Bibiana Lee
Account Manager: Jade Cheng, Cheryl Cheong
Project Director: Lesley Chelvan
Head of Planning: James Sowden
Senior Planner: Rebecca Ash
Social Media Strategist: Josie Khng
Executive Producer: Daphne Ng
Producer: Samantha Dalton
Production house: 4 Humans
Director: Javier Laurenco
DOP: Juan Maglione
Producer: Mechi Serrano
Music: Noroeste Música

Women in Indonesia are always practicing the art of walking a tight rope. For them, achieving personal ambitions takes a little more than just will power. It demands a mastery in harmoniously balancing familial expectations and personal goals. And while honing this balancing act, women are often faced with judgements that contest their intent and ability, seeding in self-doubt, forcing them to choose one role over another.

As a brand that encourages women to find their strength beautiful, Pantene wanted to help Indonesian women get rid of all the judgement that raise self-doubt and find their answer to the only question that matters – #WhoSaysWeCant.

The campaign celebrates the duality stories of women from various walks of life, a woman who plays the role of a mom and a dad, scholar and a singer, a mom and a Rockstar…

Who better to deliver the message of self-belief than our own brand ambassador, Anggun, the face of Indonesia to the world. She has made her mark on the world stage as a singer while balancing her role as a single mother.

“With this song we were able to build heart into the campaign. The lyrics reflect a slice of the duality that Pantene women live and succeed with every day.” Ridward Ongsano, Creative Director Pantene AA

The story of this campaign rang so deep with her that she crafted the lyrics of this song and developed it as her comeback into the Indonesian market. Besides being launched on all major music platforms in the country, the song went on to become the soundtrack of Pantene’s TVC in Indonesia, Thailand and Philippines.

“We wanted to create something that was beyond just an ad, Pantene believes that Indonesian women have a life choice beyond their expectation because they are strong, therefore we wanted to celebrate, embrace and resonate with the incredible strength of Indonesian women and this song is all that and more.” – Aldrich Gopal, Head of Marketing, P&G Indonesia

The campaign will run till the end of the year. The digital video and music is featured on Spotify and on social media.

The product campaign -Pantene Hair Fall defence- is running in Indonesia, Philippines and Thailand and the music from the video (sung by Anggun) will be featured in the TVCs aired in these countries.

Credits:
Agency: Grey Group
Campaign: #WhoSaysWeCant
EVP, P&G ASIA: Yashaswini Samat
CEO: Subbaraju Alluri
Creative Director : Ridward Ongsano
Art Directors : Halina Santiago , Ancilla Marcelina
Copywriters : Ayesha Bedi, Miranda Wiriadinata
AVP, Regional Business Director : Siddika Dehlvi
Group Account Director : Maya Dhamayanti
Account Manager : Khansa Nadira
Planning Director : Neha Bansal
Production: Shirren Lim, Maharani Putri
Production House : April Earth
Lyricist: Anggun Cipta

Transgender people don’t want special treatment. They just want to be treated as normal. However, the majority of society tends to perceive transgender as ‘special’ people with ‘special’ life choices. To get this message across to the public, the brand used ordinary life stories of transgender people, stripped of all bias and stereotypes.

These are real and authentic moments that are not often portrayed in the media and majority of the time go unseen by the public. The film also featured LGBT celebrities; Treechada Petcharat, also known as Poyd (Thai and international super star, Miss International Queen), Kulchaya Tansiri (Miss Trans Star Thailand 2018), Nicha Rongram (Committee of The Foundation of Transgender Alliance for Human Rights), Nijshanaaj Sudlarphaar, also known as Sarina Thai (First Thai transgender model on NYFW Runway since 2013, until now) and Tachanan Khontrong (Actress).

They then challenged common perceptions by asking the question, “What do you see?” And encouraged people to #SeeBeautyNotGender via interactive Facebook and Instagram stories, which in turn led people to discuss these issue on other online media platforms too.

Director’s cut

Based on real insights with a fresh creative approach, the campaign is the first step towards building a more inclusive society for every gender.

Credits
Creative Agency : GREYnJ United
CCO : Jureeporn Thaidumrong
CEO: Subbaraju Alluri
Senior Creative Group Head : Nonthaporn Ketmanee
Art Directors : Supakit Yindeeanant
Copywriters : Nuttapan Phairutchawan
Managing Director : Kanaporn Hutcheson
Group Client Service Director : Kanokkorn Seehapan
Group Account Director : Kantharat Teerarojjanawong,
Account Manager : Nutnaree Harussadeechvalit
Planning Director : Navinda Kittisubkul
Operations Service Director : Kanoksak Kanchanachutha
Project Manager : Anuchit Sannopphakun

Production House : Hello Filmmaker
Director : Tanwarin Sukkhapisit
Executive Producer : Chotirat Wareerattanarot

Video:
Kulchaya Tansiri (Hairdresser)
Nicha Rongram (Messenger)
Nijshanaaj Sudlarphaar (Model)
Tachanan Khontrong (Wedding planner)

This video is about
Pantene, LGBT, Transgender, See Beauty Not Gender, Sarina Thai, Thachanan Khontrong, GreynJ United, Stereotypes, Thailand, Digital film, Digital campaign

At the end of this third edition of the WINA 2018, the complete list of winners has just been announced. The international jury with the participation of more than 90 professionals from the advertising sector and advertisers, selected the winners from a list of 1817 pieces and this opportunity they decided to deliver: 12 great prizes, 23 golds, 58 silvers, 96 bronzes and 117 honorable mentions.

Click here for complete List of Winners

This year a total of 257 agencies from 40 countries registered works and pieces at WINA, the only free registration festival, which aims to highlight the talent and creativity of independent agencies in the advertising industry. In this third edition 1,187 pieces were registered by independent companies from around the world (most of them advertising agencies, communication consultancies and production houses), almost double the figure reached in 2017.

The jury, of the highest level, was composed on this occasion by a president and 3 members, all directors of advertising agencies and a vice president from the advertiser in each one of the 17 categories: Sports & World Cup, Better World, Outdoor, Mobile, Media, Innovation, Direct, Content, Film, Print & Digital Craft, Promo & Activation, Public Relations, Effectiveness, Design Radio, Film, Interactive, Print, Pharma, Kids * (see below all the presidents of the jury)

“This has been a great year for WINA, confirmed by the excellent quality of all the award-winning works, in addition to the international presences that have gathered indies, customer loyalty, the value of innovation in the new scenario and before the consumer hiperconected or the new advertiser-agency relationship, among others”, says Mauricio Rodríguez, the head of the company organizing the event and CMO of the festival.

The 40 participating countries this year were: Germany, Saudi Arabia, Argentina, Austria, Belgium, Bolivia, Brazil, Bulgaria, Chile, China, Colombia, Costa Rica, Ecuador, Spain, United States, France, Guatemala, Hong Kong, Hungary, India, Italy, Jamaica, Japan, Luxembourg, Mexico, Panama, Paraguay, Peru, Poland, Portugal, United Kingdom, Czech Republic, Romania, Russia, Switzerland, Thailand, Ukraine, Uruguay and Venezuela).

* The presidents of each category in juries of the WINA 2018 festival were:
Sports & World Cup Camila Farias (General Director at RC Farias) of Colombia; Better World – Ignacio Ferioli (VP in David) of Argentina; Outdoor – Simona Suman (Creative Director at MRM // McCann) of Romania; Mobile – Juan Pablo Oubiña (Founder Creative Director at 01 Agency) of the USA; Media – Jonathan Almond (Founder and Creative Director at Delightful Media) UK; Innovation – Yuji Tokuda (Creative Director / Art Director in Canaria) Japan; Direct- Ricardo Uribe (Creative Director at Y & R) Colombia; Content – Sunde J. Sastre (Director at Jokey Monkey) Spain; Film, Print & Digital Craft – Alex Gomez (Founder and Producer in Intercultural Productions) USA; Promo & Activation – Alberth Cabrera (General Creative Director at Kausa Havas) Paraguay; Public Relations – Goyo Panadero (Partner – General Director in Llorente & Cuenca (Spain and Portugal); Effectiveness – Frank Hahn (ECD in Anomaly) Germany; Design – Joao Coutinho (Creative Director in Gray NY) USA; Radio – Tomas Almuna (Associate Creative Director at Conill Saatchi & Saatchi) USA; Film – Damián Nuñez (Chief Creative Officer / Mullen at Lowe Bucharest) Romania; Interactive – Fernando De Lusarreta (Chief Operation Officer at Massive – Latam) Argentina; Print Pavel Kozlov (Founder at Peopleofdesign) Russia, Pharma – Shoji Taniguchi (Creative Director at McCan Healthcare) Japan; Kids – Oscar Castaneda (General Creative Director at Castillo de IF) Guatemala.

Credits
Advertising Agency: Ogilvy & Mather, Bangkok, Thailand
Chief Creative Officer & CoChairman:Tham Khai Meng
Vice-Chairman: Nopadol Srikieatikajohn
Group Executive Creative Director:Wisit Lumsiricharoenchoke
Creative Director: Gumpon Laksanajinda
Creative Group Head: Phacharanath Jamornchureekun, Natkanate Ruengrujmethakul
Copywriter:Kris Garford Spindler
Print Producer:Potrawee Wichien, Kannika Mongkolrattanachart
Senior Project Manager:Napas Warasestasak
Group Head:Maytinee Jaranphairee
Graphic Designer:Maytinee Jaranphairee
Management Partner:Nusara Tirabulkul
Account Management:Nusara Tirabulkul, Manruch Suttichaichot, Thanwarat Wanitcharoen
Communications Manager:Manruch Suttichaichot
Communications Executive:Thanwarat Wanitcharoen
Retoucher:Phichai Auejuthamanee
Photographer: Narubas Bangpasert
3D Printing Designer:Pochara Promsith, Komkrit Bilkusalan

Campaign: La Bicycle Folding Bike
Advertising Agency: Ogilvy & Mather Bangkok, Thailand
Executive Creative Directors: Wisit Lumsiricharoenchoke, Nopadol Srikieatikajohn
Copywriter: Jutatip Praditgate
Art Directors: Wisit Lumsiricharoenchoke, Nopadol Srikieatikajohn, Gumpon Laksanajinda, Somchai Dejnarongpitak
Illustrator: Surachai Puthikulangkura / Illusion
Photographers: Srimongkol Phachonkaew / Illusion, Suttisak Disthasongchan / Kakeehnung

The aim of the campaign for the Youth Guardian Foundation is to demonstrate that playing violent games can make children more aggressive and more likely to use violence in a real world.

Advertising Agency: Leo Burnett, Bangkok, Thailand
Creative Director: Somchai Jiu
Art Directors: Sarath Sapimon, Sompat Trisadikun
Copywriter: Paruj Daorai
Photographer: Chub Nokkaew / Chubcheevit Studio
Chief Creative Officer: Sompat Trisadikun
Executive Creative Director: Paruj Daorai
Agency Producer: Sarawut Lertkittipaporn
Print Production Company: Chubcheevit Studio
Retoucher: Chubcheevit Studio
Print Producer: Sukij Pongpisuth / Chubcheevit Studio

Published: May 2016

MotoRepellent is a light-weight, mobile device filled with non-toxic mosquito repelling oil and magnetically attached to the end of a motorcycle’s exhaust pipe. Heat from the exhaust activates the oil and mosquito-repelling scent is propelled out into the air via exhaust pressure. As the main mode of transportation in the slums, motorcycles easily navigate the narrow alleys and reach every corner. As the motorcycles pass by, mosquitos within a radius of up to 3 meters are repelled, giving residents a safer, mosquito-free environment. Saving lives one ride at a time.

Credits
Advertising Agency: BBDO, Bangkok, Thailand
Chief Creative Officer: Suthisak Sucharittanonta
Executive Creative Director: Chalit Manuyakorn
Creative Group Head: Peter Oh
Art Director: Sithum Walter
Copywriters: Chalit Manuyakorn, Peter Oh
Designer: Sangvian Suwan
Producers: Jirapan Vasanabunsongserm, YadaBuachan, Yathip Thanitthanaphat
Client Service: Wachira Ampornpachra
Production House: Meour Production
Director: Kasemparn Jujindalert
Asst. Director: Teewin Varapaskul