The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Branded Content
Annual ID
OS_HW19033M
About the Work
Kleenex wanted to boost its brand credibility by highlighting a powerful emotional role for its premium tissue product: Wiping blood, sweat, and tears – soothing the pain with gentleness. According to the Department of Mental Health, Thailand suffers the world's 2nd-highest rate of school bullying, so the brand chose to shed light on this "pain" point for the Thai audience. “Tiny Doll” is a biographical short film that chronicles the story of Rika Ishige, a former bully victim who conquered her physical and psychological pain to become an MMA champion. The film redefined the power of branded content in the self-care category and subverted stereotypes of what tiny, gentle women are capable of. #GentleNotWeak
2019 Awards
Total Points: 2
Merit
Credits
Agency
J.walter Thompson Bangkok / Bangkok
Production Company
Houseton Films / BANGKOK
Chief Creative Officer
Joao Braga
Creative Director
Thasorn Boonyanate
Director
Nattawut Poonpiriya
Director of Photography
Phaklao Jiraungkoonun
Editor
Chonlasit Upanigkit
Executive Producer
Amorn Nilthep
Strategist
Prachawan Ketavan
Account Team
Supannapa Traitonwong
Jit-aree Chotivithayaporn
Michelle Abeleda
Related Awards
