Cannes Lions

SAFEGUARD

THE LEO BURNETT GROUP THAILAND, Bangkok / PROCTER & GAMBLE / 2012

Film
Film
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Execution

To raise quick awareness to Bangkokians that would lead to immediate action, we created series of happenings in an outdoor form. Using actual garbage sites as our medium, the made-from-garbage Giant bacteria sculptures were made within one day to surprise Bangkok’s residents and to make them realize how quickly the problem could spread out if they did not do something about it. The information given on the sculptures leaded 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 organized 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.

Similar Campaigns

12 items

Makeup Tools

SHISEIDO, Tokyo

Makeup Tools

2018, SHISEIDO CO.

(opens in a new tab)