THAILAND – Major Cineplex, an operator of movie theaters in Thailand, has partnered with Thai Health Promotion Foundation in developing a series of cinema ads that can communicate to people to turn off their mobile phones.
Conceptualized by the agency The Leo Burnett Group Thailand, the campaign features classic and popular cinema references, providing familiar and comedic twists to help remind its audiences of the values instilled by the Thai Health Promotion Foundation.
The mission of Thai Health Promotion Foundation is to encourage Thai people to live healthier, so they consistently promote for people to stop smoking, stop drinking alcohol and to exercise regularly.
For this campaign, Thai Health Promotion Foundation has got complimentary spots from Major Cineplex Cinema to promote for people to turn off their mobile phones while watching a movie.
Just like the liver doesn’t like to be with an alcohol addict, the mobile phone doesn’t like to be with a phone addict in the cinema.
Just like no one wants to be close to smokers, no one wants to be close to someone who uses mobile phone in the cinema.
Just like how exercising continuously gives the best result for fat burning, watching a movie continuously without getting disturbed also gives the best enjoyment.
Title: Space Trooper / Kingkong / Ogress
Client: Major Cineplex Group and Thai Health Promotion Foundation
Agency: The Leo Burnett Group Thailand
Chief Creative Officer: Sompat Trisadikun
Creative Director: Piti Pongrakananon
Copywriter: Vachira Pashekrepapon, Patipan Srilapan
Art Director: Kroekkiat Chanthakitnukul, Bunyawee Thanyapitak, Sompat Trisadikun
Account Management Director: Tida Vibulvanich
Account Director: Kanitta Chartpong
Account Executive: Maythavee Jariyanoppanan
Agency Producer: Sarawut Lertkittipaporn
Production Company: Mum films
Film Director: Suthon Petchsuwan
Production Producer: Nara Montrekul Na Ayudhya
Cinematographer/D.O.P: Teerawat Thitikornwanich