ASIA-PACIFIC – THAILAND, OCTOBER 25, 2011: The Leo Burnett Group Thailand recently walked away with the Agency of the Year award at Adman, the premier Thai award show. Wins included the coveted theme award Seize the Change and one of the two Best of Shows awarded that night, in Outdoor & Ambience for “The Organ Story” for True Corporation. The campaign also won two Golds and a Bronze, as well as the inaugural People’s Vote award for the Panyee FC campaign for TMB, which also won four Golds and a Silver.
"The Organ Story", launched on Valentine’s Day, increased organ donations by 35% and won a Media Gold at Spikes Asia. The short film for Panyee FC, the inspiring football team from the tiny island Koh Panyee, has drawn over 1.7 million views on YouTube.
We had a quick Q&A with Leo Burnett Thailand Executive Creative Director Sompat Trisadikun on the agency’s winning work.
adobo: Was the performance at Adman unprecedented or unexpected at all?
Sompat Trisadikun: We didn’t expect to win “Agency of the Year” but we knew that we were doing things a little differently this year. Traditionally, the strength of Thai creativity lies in TV and print but for a while now, we have been working hard to try and do more good work in categories including Digital/interactive media, Promo, Direct. Thankfully our efforts paid off and we are proud to be recognized for creating winning work beyond our traditional strengths.
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adobo: Could you tell us a little more about the genesis of "The Organ Story"? Where did the idea come from?
ST: Thai Red Cross and True Corporation tasked us to help them increase the number of organ donation in Thailand. We needed to get people to come to the donation booths and convince them to become donors. Our way around it was to help our target audience see that organ donation is a beautiful act worth doing once in a lifetime. We came up with the idea “The organ story”.
We created the giant organs art pieces and inserted the audio testimonials of real donors and recipients, telling their personal organ donation stories. Then we place the organs at the donation booth in 12 locations all over Thailand. The results were amazing.
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adobo: How did you find out about the Panyee FC story?
ST: It all started when one of our art directors shared this story and none of us on the team heard about it before. We were intrigued and decided to visit the island to learn more about the incredible story ourselves in person.
adobo: Moving forward, what can we expect from the agency as 2012 approaches?
ST: We have a few good works (across the categories) in the pipeline. We are hopeful but we also really just want to focus on doing good creative for our clients which hopefully will win lots of awards too.
