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Return of the Ashes
Client : Caran D’Ache
Advertising Agency : Ogilvy & Mather Bangkok
Position : Copywriter
Awards :
- 2014 Clio Silver winning Environmental
- 2014 Cannes Bronze Promo & Activation,Use of Exhibitions and Digital Installations
- 2014 London International Award Bronze Design and Non-Profit
- 2015 One Show Bronze Public Service - Outdoor / Outdoor - Campaign
- 2015 D&AD Award Direct Integrated Campaigns / Exhibition Design / Integrated Graphics
SITUATION
In Thailand, wildfires usually occur quite frequently. From 1985 until now(2014), wildfires took place more than 92,106 times, with over 90% of them caused by humans. As a result, Thailand loses 57,594 acres every year, In addition, there aren't sufficient firefighting equipment to resolve the incidents. Wildfires therefore are becoming more prevalent with incidents increasing year on year.
IDEA
Forestry Department along with Caran D'Ache brought back those pieces of burning trees including barks, branches and leaves, and used them as materials to create more than 60 versions of paintings and posters to be exhibited to the public in order to create awareness about the wildfire problem. In the exhibition, people witnessed the process of creative each version of the posters from those burning trees as well as ordering a limited edition of charcoal set by scan QR code.
RESULTS
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In one day, more than 20,000 unique users scanned the QR code on the posters to view process of producing limited edition charcoals sets as well as witnessing the impact of wildfires.
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In two weeks, 1,000 total orders for the charcoal sets were confirmed from both exhibition and website.
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A number of consumers and artists ordered a charcoal set to create many places of artworks.
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It became talk of the town in Thailand via number of websites and the content of campaign became of top 4 that people talked about.
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Funding raised from selling charcoal sets was using to purchase more firefighting equipment as well as training and hiring more firefighters to protect the forest.
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The campaign provoked the government sector to be more interested and strict in monitoring the incidents and led to many training seminar for people in the forest areas to know how to control the incident as well as to arrest those illegal forest fire smugglers more effectively.
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