THE LEO BURNETT GROUP THAILAND, Bangkok / EK-CHAI DISTRIBUTION SYSTEM / 2016
We believe in the power of women. The sacrifices made, the blood, sweat, and tears shed. We believe that at times women have to climb higher and walk further than men in order to provide for their families. We believe that every woman in this world has this powerful instinct within them, ending with our key message that “We believe in the POWER OF MOTHER’S LOVE”.
A 2 minutes online film that illustrates the life of a parent willing to do anything for the well-being of their child. A life on the road as a taxi driver, with no knowledge of what the future holds. The driver must overcome and endure the hardships faced during work to survive and provide day-to-day. The movie plot twists at the end revealing that the taxi driver is in fact, a woman, conveying the message that women can achieve just as much as men can, sometimes even at a greater price, to do the things that strong women do.
As a result, the film were praised by
4 Thai major TV networks and over 100 websites with over 5 million views, 80,000 shares and 90% positive feedback on social media. Furthermore, this film was awarded an excellent brand communication on the International Women’s Day by The Department of Women’s Affairs and Family Development (OWF).
Ultimately, the campaign has helped people to realize the sacrifices of their mother and also recognized Tesco Lotus as a trusted brand that treasures the value of family.
THE LEO BURNETT GROUP THAILAND, Bangkok
2015, EK-CHAI DISTRIBUTION SYSTEM
ORANGE AND PARTNERS CO., Tokyo
2008, NANKAI URBAN DEVELOPMENT CO.