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.
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Category
Branded Music Content
Annual ID
OA23_BE003S
Background:
Cleft lip or palate affects more than just physical appearance. It can also affect speech, eating, breathing.
Each year, more than 1,000 children in Thailand are born with cleft lips and palates. Those who don’t receive proper surgery face a variety of issues. Many develop at a much slower rate.
It is important for Thai people to understand the facts about cleft lip or palate so that they can provide the best possible care for children with this condition.
Brief and Objectives:
Listerine is a brand that promotes oral wellness. The brand decided to do a fundraising campaign to help underprivileged Thai children born with cleft lips to receive vital surgery.
Strategy:
Instead of showing pitiful fundraising campaign, we show Thais what healthy mouth can achieve. By showing the impact of surgery, we can inspire them to donate and give these children the chance to have a healthy breath and a better life. If breathing is difficult for cleft, what if they can sing?
Idea:
“The Cleft Choir”.
We formed a unique choir made of children who had received proper cleft surgery to seek donations to help their cleft-affected friends.
They performed a special version of Thailand's all-time mega-hit love song “You’re my breath” to convey a message of love from cleft children.
We re-arrange this iconic song into new version, without any instruments, by using only their voices and their fresh breath.
This was led by Thailand’s most popular music composer Boyd Kosiyabong and his team.
We invited viewers to donate and join the choir, by scanning QR code on the Listerine pack to sing along with the cleft choir in the music video.
Results:
This campaign become the most viral work that Listerine Thailand ever created.
with 100% positive sentiments in social
The music video received 20+ million views.
88 Million media Impression.
5 Million PR Value.
Most importantly, 50 CLEFT CHILDREN RECEIVED SURGERY!!!
Cleft lip or palate affects more than just physical appearance. It can also affect speech, eating, breathing.
Each year, more than 1,000 children in Thailand are born with cleft lips and palates. Those who don’t receive proper surgery face a variety of issues. Many develop at a much slower rate.
It is important for Thai people to understand the facts about cleft lip or palate so that they can provide the best possible care for children with this condition.
Brief and Objectives:
Listerine is a brand that promotes oral wellness. The brand decided to do a fundraising campaign to help underprivileged Thai children born with cleft lips to receive vital surgery.
Strategy:
Instead of showing pitiful fundraising campaign, we show Thais what healthy mouth can achieve. By showing the impact of surgery, we can inspire them to donate and give these children the chance to have a healthy breath and a better life. If breathing is difficult for cleft, what if they can sing?
Idea:
“The Cleft Choir”.
We formed a unique choir made of children who had received proper cleft surgery to seek donations to help their cleft-affected friends.
They performed a special version of Thailand's all-time mega-hit love song “You’re my breath” to convey a message of love from cleft children.
We re-arrange this iconic song into new version, without any instruments, by using only their voices and their fresh breath.
This was led by Thailand’s most popular music composer Boyd Kosiyabong and his team.
We invited viewers to donate and join the choir, by scanning QR code on the Listerine pack to sing along with the cleft choir in the music video.
Results:
This campaign become the most viral work that Listerine Thailand ever created.
with 100% positive sentiments in social
The music video received 20+ million views.
88 Million media Impression.
5 Million PR Value.
Most importantly, 50 CLEFT CHILDREN RECEIVED SURGERY!!!
2023 Awards
Total Points: 14
Silver Award
Credits
Agency
BBDO Bangkok / Bangkok
Production Company
Unboxnow / Bangkok
Music / Sound Production Company
The flying Tomato Music / Bangkok
Chief Creative Officer
Thasorn Boonyanate
Composer
Boyd Kosiyabong
Creative Director
Chanikarn Sitthiaree
Director
Littichai Siriprasitpong
Director of Photography
Phaklao Jiraungkoonkun
Editor
Jinnaphat Thammasan
Executive Producer
Arunwan so
Producer
Luksawan Kayee
Sound Designer
Arthit Vongmetta
Korawat Sangtaweep
Supavit Kumkoon
Agency Producer
Toungrak Jiravatanarungsri
Senior Copywriter
Worrawan Chailert
Account Manager
Pornchanok Wuttitanakorn
Chief Executive Officer
Somkiat Larptanunchaiwong
creative group head
Pattanapond Ketrathon
Group Account Director
Mira Komolwanich
Group business Director
Taksina Vasaruchapong
Head of Brand & Digital Planning
Prasit Kunanuphanchai
Planning Manager
Praewpakorn Chumsai Na Ayudhaya
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