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.
The Boxer
Agency Ogilvy Group Thailand / Bangkok + Colgate-Palmolive (Thailand) Ltd. / Bangkok + Hogarth X Underdoc / Bangkok + Base Camp PA / Bangkok
Category
TV, VOD, & Online - Short Form
Annual ID
OA24_FI010M
We bring the Colgate brand's purpose to life by capturing all the hardships Thai single moms have to face in a cinematographic story and putting it on screen in both TVC and online social media.
To make it as authentic as possible, the casting process required more effort than usual. While most films usually go through the normal casting process within a few days, our team spent more than a month handcrafting the search for a real single mom who embodies the strong 'Yimsu' spirit.
The film starts by drawing viewers into the narrative by using footage shot from a spectator’s perspective combined with the ambience of the stadium crowd to create the feeling of physically being there watching the fight.
However, after seeing Tri being knocked down to the ground, each of the referee’s count is heard over footage depicting the hardships that Tri had to fight her way through. Each of the setbacks starts from Tri’s POV to put viewers in her shoes and immerse them into every tough situations being relived and played in a non-linear sequence.
With all of the above combined, the film’s narrative was turned into a captivating experience for viewers rather than leaving them as a spectator throughout. The film then ends right at the moment a ‘yimsu’ smile is seen on Tri’s face to leave the rest open to the viewer’s imagination.
To make it as authentic as possible, the casting process required more effort than usual. While most films usually go through the normal casting process within a few days, our team spent more than a month handcrafting the search for a real single mom who embodies the strong 'Yimsu' spirit.
The film starts by drawing viewers into the narrative by using footage shot from a spectator’s perspective combined with the ambience of the stadium crowd to create the feeling of physically being there watching the fight.
However, after seeing Tri being knocked down to the ground, each of the referee’s count is heard over footage depicting the hardships that Tri had to fight her way through. Each of the setbacks starts from Tri’s POV to put viewers in her shoes and immerse them into every tough situations being relived and played in a non-linear sequence.
With all of the above combined, the film’s narrative was turned into a captivating experience for viewers rather than leaving them as a spectator throughout. The film then ends right at the moment a ‘yimsu’ smile is seen on Tri’s face to leave the rest open to the viewer’s imagination.
2024 Awards
Total Points: 2
Merit Award
Credits
Agency
Ogilvy Group Thailand / Bangkok
Media Agency
Wavemaker / Bangkok
Client / Brand
Colgate-Palmolive (Thailand) Ltd. / Bangkok
Production Company
Hogarth X Underdoc / Bangkok
Music / Sound Production Company
Mellow Tunes Co., Ltd. / Bangkok
Post Production Company
Base Camp PA / Bangkok
Art Director
Andrew Chu
Gumpon Laksanajinda
Natnicha Kajkumjohndej
Chief Creative Officer
Gumpon Laksanajinda
Copywriter
Andrew Chu
Gumpon Laksanajinda
Creative Director
Dunstan Lee
Director of Photography
Natdanai Naksuwarn
Phaklao Jiraungkoonkun
Editor
Bheradol Amarin
Timothy Lee
Executive Creative Director
Andrew Chu
Film Director
Nottapon Boonprakob
Global Chief Creative Officer
Fred Saldanha
Liz Taylor
Photographer
Suparatch Watchra-Amphaiwan
Agency Producer
Piyabutr Atisook
Cinematographer
Yossawat Sittiwong
Music Composer
Lucas Mayer
Pokpong Jitdee
Regional Executive Creative Director
Kenny Choo
Senior Copywriter
Pichaya Chulikavit
Account Associate
Napatra Punnachaiya
Account Director
Thayanee Dechadee
Assistant Director
Siwawut Sewatanon
Chief Creative Officer APAC
Reed Collins
Chief Executive
Jiravara Virayavardhana
Colorist
Nitisard Prasatpohn
Creative Group Head
Punyaruk Baingern
Gaffer
Withun Sorasit
Group business Director
Kwanmada Tongton
Music Producer
Carol Masseti
Offline Editor
Aaron Fuks
Regional Executive Director
Daniel Cullen
Sound engineer
Artit Vongmetta
Sound Producer
Nattakarn Boonthanom
Traffic Manager
Naphachanok Phiansa
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