ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
This Commercial Doesn't Understand You At All
Category
Online Film & Video
Annual ID
OA22_FI011M
Description
Background :
Clean&Clear is a foaming face wash brand for teenagers. Our challenge is how to connect with teenagers these days while their lifestyle and behavior always change. How to make them think that Clean&Clear is the brand for them. A brief is about creating a brand love.
Idea :
We think a lot about how to make teenager love our brand.
But the problem that we’re facing is very huge, a generation gap.
The idea has been generated from Gen-Y in agency, approved by Gen-B, shot by Gen-X,
how on earth that we can understand Gen-Alpha or late Gen-Z?
So, we come up with the strategy “Admit it. We don’t understand teenager”.
Start by launching a film with one of the craziest content creator “Salmon House” we called it “This commercial doesn’t understand you at all”, We are compiling all stuffs that most of the advertisers assuming that teenager like it, such as the TEEN slang, rap songs, colorful outfits, skateboard etc with a twist that the only thing that totally understands your face is clean and clear foaming face.
Result :
This campaign become the most viral work that Clean & Clear ever created.
By the first day, the share results were more than every other content ever made.
It became talk of the town of how quirky, funny, and sarcastic the work is.
Clean&Clear is a foaming face wash brand for teenagers. Our challenge is how to connect with teenagers these days while their lifestyle and behavior always change. How to make them think that Clean&Clear is the brand for them. A brief is about creating a brand love.
Idea :
We think a lot about how to make teenager love our brand.
But the problem that we’re facing is very huge, a generation gap.
The idea has been generated from Gen-Y in agency, approved by Gen-B, shot by Gen-X,
how on earth that we can understand Gen-Alpha or late Gen-Z?
So, we come up with the strategy “Admit it. We don’t understand teenager”.
Start by launching a film with one of the craziest content creator “Salmon House” we called it “This commercial doesn’t understand you at all”, We are compiling all stuffs that most of the advertisers assuming that teenager like it, such as the TEEN slang, rap songs, colorful outfits, skateboard etc with a twist that the only thing that totally understands your face is clean and clear foaming face.
Result :
This campaign become the most viral work that Clean & Clear ever created.
By the first day, the share results were more than every other content ever made.
It became talk of the town of how quirky, funny, and sarcastic the work is.
2022 Awards
Total Points: 2
Merit Award
Credits
Agency
BBDO Bangkok / Bangkok
Production Company
Salmon House Co., Ltd. / Bangkok
Art Director
Phanus Sobsamai
Chief Creative Officer
Thasorn Boonyanate
Creative Director
Warunyoo Sorasetsakoon
Director
Thanachart Siripatrachai
Writer
Chalermlarp Wiwat-arnuparp
Account Executive
Pornchanok Wuttitanakorn
Project Manager
Autcharawan Laohachataroop
Co-Director / Production House Creative
Vichai Matakul
Group Account Director
Mira Komolwanich
Group Business Director
Taksina Vasaruchapong
Head of Brand & Digital Planning
Prasit Kunanuphanchai
Visualizer
Chusak Choebangkaew
Kittiphan Phettim
Pramkitkajhon Chuayket
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