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Chomkare Hirunrusmee (Prae) Senior Copywriter 089-1270201


Integrated Campaign


Mew soy milk (Integrated campaign) The Brief : Mew is the conceptual soy milk, “Think Difference” is their philosophy. What makes Mew difference? Outside – The black package with modern graphic design difference from other soy milk brand in Thailand. Their packaging win design awards in Japan. Inside – They have 4 Fantastic test - Chocolate Brownie - Cookie and Cream - Rum Raisin - Milky Strawberry So, how can we make Mew advertising difference from other brand as their brand philosophy? The Idea : We set Mew as “anti mainstream” by using a famous teenage super star “Kao Jirayu” as a presenter BUT we didn’t want to use his handsome face to present our product because we believe that our product is good enough. So, we keep him in the bean mascot. Finally he said “Please take me out, I wanna show my face!” In this campaign we have another viral vdo that show how boring he is when he became a presenter but can’t show his face.


Mew soy milk

To see my work, please go to the link below.

https://www.youtube.com/watch?v=aYzpyY52nz0&list=PLAE


Coke Music Awards 2013 (Integrated campaign) The Brief : Coke wants to create Coke Music Awards 2013 but the mostly consumer of coke is not artist. How can we make they participate this campaign? The Idea : We set the fan as the “Promoter”. They have a role to promote, share, cheer their beloved band to win this contest. Without the fan, the ban can’t win.


Coke Music Awards 2013

To see my work, please go to the link below.

https://www.youtube.com/watch?v=GPBDOrCMMQg&list=P


TVC


Idea Green The brief : SCG Paper launch the new document paper “Idea” brand with the first product “Idea Green”. It’s the document paper that friendly with environment because they replace natural fiber with eco fiber (recycle fiber) 30%. The Idea : “Return Life to Nature” To make people recognize that our brand is friendly with environment. We create the journey story of animals origami that going out from the city return to their wildlife.


Idea Green 60 sec.

To see my work, please go to the link below.

https://www.youtube.com/watch?v=8RWLsvoLcOA&list=PLC


Idea Green 30 sec.

To see my work, please go to the link below.

https://www.youtube.com/watch?v=9dw8_Ko_4hc&list=PLC


Idea Work The brief : Idea Work is the other segment of Idea brand. It’s a premium quality document paper with N2 Technology. The challenge is how can we make consumer open their mind to try our product? The Idea : We use emotional way to make us difference from mood and tone of competitor AA that use funny way. 1st Phase : Don’t judge the people from their experience We create the story of the new document paper that go to apply for a job but no one want it because they judge it by experience. But something wrong happen and give it a change to proof itself...and it can do better. 2nd Phase : Look Real with N2 Technology We create a love story of a nerd guy in love with a pretty woman who work in the same office. One day he found her photo printing at the copying machine, he take it and keep it him all the time. He feel like she is with him because N2 technology that makes every printing look alive.


Idea Work Phase 1 : Launch new product

To see my work, please go to the link below.

https://www.youtube.com/watch?v=Cam3rt-KudA&list=PLC


Idea Work Phase 1 : N2 Technology

To see my work, please go to the link below.

https://www.youtube.com/watch?v=L6gwBn6Pqr0&list=PLCF


TOT hi-speed internet The brief : The Brief : TOT (Telephone Organization of Thailand) is the state enterprise that Thai consumer have bad perception on it. They feel it’s old fashion, bad service and not convenient as private company. But the fact is TOT hispeed internet is more faster than other brand and they are the only one brand that have service in every province. So how can we make it more modern and touch with Thai’s heart.

The Idea : We create a love story between teenagers that use TOT hi-speed internet to connect their love without boundary. With the song that have melody in oldies style but sing by teenage in modern content about their hi-tech love. And we use manual style art direction without CG to make it difference from competitor and look cool.


TOT hi-speed internet

To see my work, please go to the link below.

http://www.youtube.com/watch?v=bhKKF-5Th7c&list=PLCF7


Cute Press Nutririch Essance The brief : Cute Press launch the new hair product that combine 3 processes of hair treatment in 1. It will help women save their time in everyday. The Idea : “Shortcut� is our concept for this product. We create a symbolic of running track that have hair checkpoint, all women have to waste their time with hair treatment process except our main talent. She use Cute Press Nutririch Essence and get the shortcut track to reach her goal.


Cute Press Nutririch Essance

To see my work, please go to the link below.

http://www.youtube.com/watch?v=qg-R-Oq4I9k&list=PLCF7


Smooth E Acne Hydrogel The brief : Smooth E Acne Hydrogel is the Pore Minimizer that easy to use and effectiveness in shot time. The Idea : “Teenager is hot-tempered� is our concept. We use 3 situations of teenager that go to see the skin doctor to solve their problem and their so hot-tempered. Then the doctor suggest them to use Smooth E for the faster effect.


Smooth E Acne Hydrogel To see my work, please go to the link below.

http://www.youtube.com/watch?v=RtqaKsReiPc&list=PLCF77

http://www.youtube.com/watch?v=PfNAsRZ1PRA&list=PLC

http://www.youtube.com/watch?v=ZFTZf1XOCDs&list=PL


DHC Delivery The brief : To make consumer recognize that DHC is the Japanese beauty delivery. If you want to buy their product, you have to call our delivery line 02-3536333. The Idea : 1st Phase : Japanese Beauty Delivery to your home. We create story of Japanese woman who delivered to the old man house. He take her to the bed room and put her on the table. Finally the story culminate that she is DHC delivery box that his old man daughter ordered. 2nd Phase : Perfect clearly face with DHC Deep Cleansing Oil. On woman face not have only cosmetics, it have many pollution that she faced everyday also. We create the 5 masks on woman face to show that it hard to clean all of this by normal face cleansing process. So they have to use DHC Deep Cleansing Oil to solve this problem.


DHC Delivery 1st Phase : Japanese Beauty Delivery to your home.

To see my work, please go to the link below.

http://www.youtube.com/watch?v=fiAzUmVfrnw&list=PLCF


DHC Delivery 2nd Phase : Perfect clearly face with DHC Deep Cleansing Oil.

To see my work, please go to the link below.

http://www.youtube.com/watch?v=q9pEofWUFNw&list=PL3


For more Cute Press TVC, please go to the link below.

http://www.youtube.com/watch?v=1GOsbTCmuYg&list=PLC

http://www.youtube.com/watch?v=3uaOZI_M3Mg&list=PLC


For more Bear Brand Gold TVC, please go to the link below.

http://www.youtube.com/watch?v=afMvuBfid5o&list=PLCF77

http://www.youtube.com/watch?v=l0P_dT64sqc&list=PLCF7 http://www.youtube.com/watch? v=xQ7MlGtlGp4&list=PLCF776C26C0C5E7B2


Print Ads


Idea Green : Print ad


Idea Work : Print ad


Thank you

Chomkare hirunrusmee presentation2014 for sohosq  
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