Cannes Lions
THE LEO BURNETT GROUP THAILAND, Bangkok / PROCTER & GAMBLE / 2012
Overview
Entries
Credits
Execution
The idea needed to stress out that the problem is happening to Bangkok’s residents right in their own neighbourhoods. To raise quick awareness from Bangkokians that would lead to immediate action, we created a series of happenings in an outdoor form. The made-from-garbage Giant Bacteria sculptures were made within one day to surprise Bangkok’s residents and to make them realise how quickly the problem could spread if they did not do something about it. The information given on the sculptures led audiences to the 'CleanUpBangkok' Facebook page which became the city’s central forum for volunteers to find out how they could clean up their communities.
Outcome
Pictures of the Giant Bacteria sculptures spread virally. 97 community cleaning activities were organised on CleanUpBangkok’s Facebook page. Thousands of volunteers showed up to participate. Over 5,000 bars of Safeguard soap were handed out to the volunteers who helped dispose of the trash.
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