London International Awards
2022 Winners and Finalists
Regional Network of the Year: Asia
Ogilvy
Finalist
Online Film
Financial Services
Entrant: | Ogilvy Group Thailand, Bangkok |
Brand: | Thai Life Insurance |
Title: | "Until We Meet Again" |
Corporate Name of Client: | Thai Life Insurance Public Co., Ltd. |
Agency: | Ogilvy Group Thailand, Bangkok |
Agency Creative Chairman: | Nopadol Srikieatikajohn |
Creative Director: | Denchai Kheereerak |
Senior Copywriter: | Denchai Kheereerak |
Senior Art Directors: | Nopadol Srikieatikajohn/Panin Mukdapitak |
Agency Head of TV: | Yuthapong Varanukrohchoke |
Agency Managing Director: | Jiravara Virayavardhana |
Agency Account Director: | Donruethai Nimitpunya |
Agency Planning Director: | Sasipa Mongolnavin |
Agency Planner: | Navasinee Maleenont |
Production Company: | Phenomena, Bangkok |
Director: | Thanonchai Sornsriwichai |
1st AD: | Phongsakan Sonklin |
Executive Producer: | Panida Ngamsompong |
Producer: | Pornsuda Piyarattanapong |
Director of Photography: | Sutthichai Luangamornlert |
Production Project Manager: | Nita Arunsiri |
Gaffer: | Phongthep Phusawang |
Post-Production Company: | Matad, Bangkok |
Post-Producer: | Sawanya Jitrarat |
Edit Facility: | Matad, Bangkok |
Editor: | Manop Boonwipas |
Assistant Editor: | Chayanon Chaovarad |
Color Company: | Matad, Bangkok |
Colorist: | Sarayouth Phuksawattanachai |
Sound Design Company: | Cine Digital Sound Studio, Bangkok |
Sound Engineer: | Wuthichai Karnchanakan |
Sound Mixer: | Terdsak Janpan |
Description:
Thai Life has been with Thais for 79 years and has its unique emotional branding focusing on “Value of Life. Value of Love.”
The brand has been genuinely empathetic with legacy campaigns that touched the hearts of Thais and parents worldwide, in which its communications have been focused on families’ love and care relating to human insights and societal issues.
A wider gap with today's parents: Highly Purposeful yet increasingly distant.
However, Thai Life was experiencing lack of relevancy with today’s parents. The challenge is how to build on the brand essence, “Value of Life. Value of Love.”, to increase relevancy amongst today’s parents whilst creating societal impact and secure closeness of heart and share of business.
Let Parents pain be felt. Thai Life believes that, in the heart of parents who have lost or separated from their loved ones, a great loss is always felt. We therefore created the film “Until We Meet Again” to send the message to today’s parents praising their dedication in protecting their children and providing encouragement to families facing such incidents.
Inspired by real stories, “Until We Meet Again”: The 7.07-minute film tells the story of a father who will do whatever it takes to find his lost daughter and highlights the lengths he would go – from quitting his job to being naked in the heart of Bangkok’s business district to capture media’s attention.
The movie retains Thai Life’s distinctive identity of expressing powerful emotions and shows the brand’s belief that the power of love will let everyone feel positive and use it as an impetus to overcome difficult times.
Insight of more open parenting, yet more protective than ever.
Millennial parents have a need to give their children freedom and exposure to experiences while being pressured to protect them from societal risks.
Cultural Tension: Every parent loves their children, but the media is putting them on trial.
Through social conversations, we discovered that the most concerning issue is that they want to protect their children while the number of Missing Children is getting out of control.
However, Thai media has taken this critical agenda as newsworthy and distorted the issue, putting parents in the limelight and stirring overwhelming prejudice, blaming them as the suspect or failing to protect their children.
While other brands romanticize a happy family life, we chose to reveal the issue that most concerns today’s parents and provoke Thai society to open their hearts to the unquestionable dedication of every parent to their children. Execution
1.Bring a new perspective to the national conversation when Thai parents wanted to fell most protected.
We waited until parents’ emotions ran high during the most intense news story that blamed parents. In September 2021, another incident of a missing toddler, “Jenny”, gained tremendous media attention.
We decided to launch the campaign in real-time, three days after such incident. Instead of typical launch approach of using celebrities and KOLs, we launched the content through the voice of real parents who are real users, nano and micro-influencers and their social media with over 250groups and accounts.
2. Make it mainstream and maximize impact: 3 days after launch, we amplified the content through Facebook mom pages and news pages that previously featured content about missing children to maximize the conversation, followed by Facebook and YouTube VDO ads and pre-roll ads on Thai Life social media platforms and paid media.
The short film resonated with people and sparked discussions online and offline. Helped by the voices of real parents and others who believe in empathy, our campaign overshadowed skewed news reports and rallied more support for parents of missing children – with the hope that one day, they can meet again.
Communications impact: • 170% of KPI of views • 4,919,432 total engagement, 5 times of engagement KPI. Brand impact: • 99% positive sentiment about Thai Life Insurance brand. • Gained No 1 share of voice and in the society’s conversation during a period of launch.