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Ad of the Day: A real domestic abuse victim fronts Thailand’s Men and Women Progressive Movement Foundation's latest ad

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Thailand’s Men and Women Progressive Movement Foundation and X Siam Boxing Stadium collaborated with J. Walter Thompson Bangkok to raise awareness abut domestic violence in the country to mark the International Day for Elimination of Violence Against Women (November 25th) in its latest ad.

 

The spot begins with enlightening viewers about how Muay Thai is more than a sport in Thailand and features a clip of an old fight. It then shows some disturbing clips of men beating women highlighting how Thailand is ranked number two globally with regards to domestic violence against women. 

 

The video further shows how during a Muay Thai fight, the organizers replaced the glamorous ring girl with a real victim who was heavily bruised all over and displayed the sign which read ‘Home is not a Boxing Ring’ #PickYourFight. 

 

She was then interviewed by the media and her stunt went viral encouraging and inspiring people to post the same message across social media to appeal against domestic violence.

 

J. Walter Thompson Bangkok: ''Home is not a boxing ring' #PickYourFight'

Agency: J. Walter Thompson Bangkok
Client:
Date: November 2017
Thailand’s Men and Women Progressive Movement Foundation and X Siam Boxing Stadium teamed up with J. Walter Thompson Bangkok to raise awareness abut domestic violence in the country to mark the International Day for Elimination of Violence Against Women (November 25th) in its latest ad.
 
The spot begins  features clips of some old matches and then shifts to portray clips of men beating women highlighting how Thailand is ranked number two globally with regards to domestic violence against women. 
 
The spot continues showing a match of Muay Thai where  the glamorous ring girl is replaced with a real victim who was heavily bruised all over and displayed the sign which read ‘Home is not a Boxing Ring’ #PickYourFight. The audience appears shocked and then bursts into applause to appreciate her bravery.
 
The victim is then interviewed by the media and it is portrayed that her stunt went viral encouraging and inspiring people to post the same message across social media to appeal against domestic violence.
Credits:
 
 
 
 
 
 
 
J. Walter Thompson Bangkok
Chief Creative Officer João Braga
Creative Director Thasorn Boonyanate
Associate Creative Director Arayanan Markchoo
Art director Wachira Kanjanawadeekul
Copywriter Pimchanok Chuenkamolpun
Brand Team Leader Supannapa traitonwon
Client services Director Nutthapong Wannakovit
Group Account Director Nuttawut Boonpan
Account Manager Manita Kaewsomnuk
Production Director Jiroj Mechoojit
Producer Jiraporn Channawach
Verve Bangkok (PR)
Managing Director Chanapatt Chindasanguan
Business Group Director Saruttaya Mahanavarani
PR Supervisor Lersant Wisedsinthop
Business Director Pornchanan Yamarat
Media Relations Director Wongchan Tangsongsak
Media Relations Manager Arunrat Permwanichakul
Influencer Relations Pattira Uttaranakorn
PR Photo Shoot: BOBEYEVIEW
Klack Films (Production House)
Director Kittanai Tang
Director of photography Kittipat Tachatararak
Editor Ittiwat poobandit
Art director Supparerk chattanachotikul
Makeup artist Naruedom Putipan
Assistant director Peerapat kumsarirak
Production manager Soraya Chiewchanchai
Costume stylist Piyamon Khasom
Tags: Thailand
 
 
 
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