BANGKOK, THAILAND — In Thailand alone, there are as high as 2 million tons of plastic waste produced every year, causing great loss in the marine ecosystem. In an attempt to raise awareness for the issue, Ogilvy Thailand devised a campaign for C.P. Group entitled “No One Is Too Small to Make A Change,” spearheaded by an inspirational online film called “The Girl with the Whale.”
The video has resonated well with the audience as it has received more than 1,000,000 views and a multitude of positive comments to date.
“Thai people’s level of environmental awareness is generally higher than before, but the engagement is still low as they are unsure of what to do to solve the problem and if they could really make a change by themselves. This campaign wants to change that perception,” said Panu Meepaibul, creative director of Ogilvy Thailand.
“We decided to tell the story through the lens of a young girl and her family on their journey to tackle the plastic waste problem in their own small but meaningful way, from the day the girl was aware of the issue and the impact it has on the planet, to when she figured out how to take part in fixing it, until the day she truly made a change. We want to tell everyone out there that no matter who you are, your voice and your action have enough power to change the world for the better.”
The online film was created based on C.P. Group’s belief that this planet is like the biggest chain of life, and that what happens to a single life will have an impact.
The company has initiated several projects to promote sustainability, including Zero Waste and Zero Carbon; limiting waste production and carbon emission from its premises to 0 percent by 2030.
“No One Is Too Small to Make A Change” is its latest endeavor to create the ripple effect in the society by speeding up people’s engagement to save the nature and using innovations to solve the problems and improve quality of life.
Credits
Client: Charoen Pokphand Group (C.P. Group)
Agency: Ogilvy Thailand
Chief Creative Director: Nopadol Srikieatikajohn
Creative Director: Panu Meepaibul
Copy writer: Tipwarin Boonyathai
Art Director: Jutarat Kongton
Group Strategy Director: Sasipa Mongolnavin
Senior Associate: Kamemachat Kwaipun
Business Director: Tuangyos Charoensiri
Account Director: Napat Wuttijariyakul
Account Associate: Alisa Horlertkul
Producer: Uravasee Chaturongakul & Yuthapong Varanukrohchoke
Production House: Sunshine Etcetera Co.,Ltd.
