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.
Category
Online-only Films & Video / Over 60 Seconds - Single
Annual ID
OS23_FI086M
About the Work
Background
Dutchie, the yoghurt leader, struggled to keep ‘health spotlight’ to themselves as new entries flooded the market with quick health solutions. Consumers end up overlooking health fundamentals such as the gut, responsible for breaking down and absorbing nutrition. This ad aims to re-prioritize ‘Gut Health’ and advocate Dutchie as a healthier lifestyle enabler, recruit new users to take long-term care of their health.
CR Idea
Dutchie wanted to communicate our product’s benefits through the Creative idea that, “when the gut is not healthy it doesn’t absorb nutrients and deliver them to the body. It’s like we didn’t eat at all.” Our goal was to change consumer behavior by encouraging them to pay more attention to their gut health and pamper it daily with Dutchie yoghurt.
Strategy
Gut Health was never a familiar topic to the ‘tangible health targets’ – therefore, our strategy was to ‘make the unfamiliar, the familiar.’ It was important not to make an educational video, so we found a pain point everyone is familiar with- a delivery that never arrives- and bombarded the ad during peak media consumption on facebook and YouTube.
Execution
The gut’s purpose is to absorb and transport the right nutrition to the right organs, but without being looked after, they will only work as a pathway for digestion. We then selected the benefits to communicate; muscle building with whey protein, perfect skin with collagen, or immunity with vitamin water, to communicate the benefits of build perception of Gut Health.
Outcome
Within just three weeks of releasing the ad, the results were outstanding:
• 4M reach on YouTube and nearly 20% completed views
• KPI surpassing its initial goal by 94%
• Achieved the most prioritized objective: raising awareness of Gut Health and creating positivity towards the brand for creating a quirky, educational video that Thais can relate to, and kickstarted Dutchie’s new direction of pushing Gut Health as a national priority.
Dutchie, the yoghurt leader, struggled to keep ‘health spotlight’ to themselves as new entries flooded the market with quick health solutions. Consumers end up overlooking health fundamentals such as the gut, responsible for breaking down and absorbing nutrition. This ad aims to re-prioritize ‘Gut Health’ and advocate Dutchie as a healthier lifestyle enabler, recruit new users to take long-term care of their health.
CR Idea
Dutchie wanted to communicate our product’s benefits through the Creative idea that, “when the gut is not healthy it doesn’t absorb nutrients and deliver them to the body. It’s like we didn’t eat at all.” Our goal was to change consumer behavior by encouraging them to pay more attention to their gut health and pamper it daily with Dutchie yoghurt.
Strategy
Gut Health was never a familiar topic to the ‘tangible health targets’ – therefore, our strategy was to ‘make the unfamiliar, the familiar.’ It was important not to make an educational video, so we found a pain point everyone is familiar with- a delivery that never arrives- and bombarded the ad during peak media consumption on facebook and YouTube.
Execution
The gut’s purpose is to absorb and transport the right nutrition to the right organs, but without being looked after, they will only work as a pathway for digestion. We then selected the benefits to communicate; muscle building with whey protein, perfect skin with collagen, or immunity with vitamin water, to communicate the benefits of build perception of Gut Health.
Outcome
Within just three weeks of releasing the ad, the results were outstanding:
• 4M reach on YouTube and nearly 20% completed views
• KPI surpassing its initial goal by 94%
• Achieved the most prioritized objective: raising awareness of Gut Health and creating positivity towards the brand for creating a quirky, educational video that Thais can relate to, and kickstarted Dutchie’s new direction of pushing Gut Health as a national priority.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy Group Thailand / Bangkok
Production Company
Suneta House / Bangkok
Art Director
Atitaya Promsuwan
Gumpon Laksanajinda
Jiraporn Dechraksa
Kaewkraw Komonwiwat
Nopadol Srikieatikajohn
Pantira Manakitpinyo
Chief Creative Officer
Gumpon Laksanajinda
Creative Director
Kraichit Chareonpanish
Director
Teerapol Suneta
Director of Photography
Chalongwut Chorruangsak
Editor
Sarawut Kaweethammawong
Executive Producer
Rujirat Suneta
Producer
Sakonpob Sinsuk
Chanapa Ployarunrung
Strategist
Bodin Witta
Varisara Srisukh
Chairman
Nopadol Srikieatikajohn
assistant director
Kittikhun Jongkraiwut
Manoo Techadee
colorist
Nattacha Khajornkiatsakul
Post producer
Kittipong Yuyo
Production Designer
Pornchai Cheeranoon
Sound engineer
Danai Suthamcharee
Strategic Planning Director
Sasipa Mongolnavin
Related Awards
