Billboard — Corporate Image Campaign

Entrant: The Leo Burnett Group Thailand, Bangkok

Canon Corporate Branding - Photo Fighters
"Boy", "Father", "Grandma", "Family"

Description of the Project

At the end of 2011, widespread flooding devastated 49 provinces of Thailand. Most of the country was submerged for a long period of time. We had no choice but to keep fighting for 14 weeks. Once the waters finally receded, all that was left were piles of sandbags and the spirits of the people. The question was how can we motivate everyone to get back on their feet?

Rather than just donating money to recovery efforts, Canon decided to gather sandbags from flooded areas and commemorate the fighting spirit of the Thai people with a series of sand billboards. This idea helped rebuild the spirit of the Thai people, reminding us of the fighting spirit that helped us to endure and survive the worst flooding in half a century.

We placed these sand billboards in locations where the fighting occurred, as tributes to the Thai people who fought the flooding. Each sand billboard carried messages about the Flood Fighters Gallery located in the center of Bangkok, and positioned the gallery as a symbol of Thailand’s true fighting spirit.

250 sandbags were used to create sand billboards that helped rebuild the fighting spirit of over 200,000 people who attended the 6-day event.

Photographer: Chanwit Nimcharoen Agency Producers: Rungrudee Chinprathan/Jirateep Sangsuwan Art Directors: Sanpathit Tavijaroen/Park Wannasiri/Sompat Trisadikun Copywriters: Puttipong Pattanapongsagorn/Fuad Ahmad Deputy Creative Director: Sanpathit Tavijaroen Executive Creative Director: Keeratie Chaimoungkalo Chief Creative Officer: Sompat Trisadikun Global Chief Creative Officer: Mark Tutssel Agency: The Leo Burnett Group Thailand, Bangkok Agency Account Directors: Suttirat Bhanavavatana/Raweeploy Nuangjamnong/Suratchada Sawangnate Client Account Director: Busarin Tangsilapaolarn Corporate Name of Client: Canon Marketing (Thailand) Co., Ltd.

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