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 Short Form Video
Annual ID
OA24_BE008B
Background
CP, a world-leading food brand, wants to raise consumers' awareness about chicken safety standards.
Every brand in the market acquired the same approval standard. We ask ourselves how can the brand elevate the quality of the product and drive the perceived value to become the brand of consumer’s choice.
We came up with the idea that no Brand in history has ever done this.
“The Aerospace Quality Chicken”. Now people can perceive every beneficial aspect of CP Chicken including Safety & Nutrition, Manufacturing Processes, Quality in Poultry Farming, in just ‘one single message’ without any further explanations.
Idea
Food on Earth and in space has never been held to the same standard. Food for astronauts must be ‘the safest and most hygienic’. Moreover, it must require hundreds of tests from Nasa’s Food Lab in order to achieve the Space Food Safety Standard.
We have taken a groundbreaking approach by sending chicken meat into space in order to provide food for astronauts at the International Space Station (ISS). We have to work closely with space agencies(including Nasa and SpaceX), scientists and R&D.
This campaign not only benefits astronauts aboard the International Space Station (ISS) but also raises the bar for food safety standards back on earth.
Now, people on Earth or in Space have exactly the same standard: Aerospace Quality Chicken. Moreover, people have equal access to high-quality chicken products in order to lift up Health and Well-being for all.
CP is going to deliver chicken meat to The International Space Station (ISS) By the SpaceX Dragon. Houston, We are Go for launch.
Result
AFTER LAUNCHING THE CAMPAIGN
● 4 BILLION BAHT, TOTAL SALES INCREASED (FROM LAST YEAR)
● 1.3 BILLION IMPRESSION IN 1 MONTH
● NO.1 TWITTER TRENDING IN THAILAND, NO.3 TWITTER TRENDING IN WORLDWIDE
● EARNING FREE MEDIA FROM 108 PUBLISHERS
● BRAND ATTRIBUTE (SAFETY) BECOMING NO.1
AND LIFTING UP CP CORPORATE IMAGE.
● 2X HIGHER OF AD RECALL THAN AN AVERAGE
CP, a world-leading food brand, wants to raise consumers' awareness about chicken safety standards.
Every brand in the market acquired the same approval standard. We ask ourselves how can the brand elevate the quality of the product and drive the perceived value to become the brand of consumer’s choice.
We came up with the idea that no Brand in history has ever done this.
“The Aerospace Quality Chicken”. Now people can perceive every beneficial aspect of CP Chicken including Safety & Nutrition, Manufacturing Processes, Quality in Poultry Farming, in just ‘one single message’ without any further explanations.
Idea
Food on Earth and in space has never been held to the same standard. Food for astronauts must be ‘the safest and most hygienic’. Moreover, it must require hundreds of tests from Nasa’s Food Lab in order to achieve the Space Food Safety Standard.
We have taken a groundbreaking approach by sending chicken meat into space in order to provide food for astronauts at the International Space Station (ISS). We have to work closely with space agencies(including Nasa and SpaceX), scientists and R&D.
This campaign not only benefits astronauts aboard the International Space Station (ISS) but also raises the bar for food safety standards back on earth.
Now, people on Earth or in Space have exactly the same standard: Aerospace Quality Chicken. Moreover, people have equal access to high-quality chicken products in order to lift up Health and Well-being for all.
CP is going to deliver chicken meat to The International Space Station (ISS) By the SpaceX Dragon. Houston, We are Go for launch.
Result
AFTER LAUNCHING THE CAMPAIGN
● 4 BILLION BAHT, TOTAL SALES INCREASED (FROM LAST YEAR)
● 1.3 BILLION IMPRESSION IN 1 MONTH
● NO.1 TWITTER TRENDING IN THAILAND, NO.3 TWITTER TRENDING IN WORLDWIDE
● EARNING FREE MEDIA FROM 108 PUBLISHERS
● BRAND ATTRIBUTE (SAFETY) BECOMING NO.1
AND LIFTING UP CP CORPORATE IMAGE.
● 2X HIGHER OF AD RECALL THAN AN AVERAGE
2024 Awards
Total Points: 6
Bronze Award
Credits
Agency
Wolf BKK / Bangkok
Production Company
Suneta House / Bangkok
Art Director
Kanyaporn Longprasert
Smita Tronglakkana
Chief Creative Officer
Torsak Chuenprapar
Copywriter
Yarinda Ketjumpol
Executive Creative Director
Nopharit Dusadeedumkoeng
Film Director
Teerapol Suneta
Producer
Chanapat Srabua
Head of Design
Woottipong Lamangthong
Senior Copywriter
Anin Sriurairatana
Business Director
Chonlatid Saenghiran
Communications Director
Thosaporn Kaewnurachadasorn
Communications manager
Benchawan Ngamjiradawong
Naphat Chiangrat
Managing Director
Phannika Vongsayan
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