Priest Hospital - "Making Merit or Creating Hurt"

Ogilvy Thailand

Ogilvy Thailand Bangkok, Tailandia

8170

Questo spot fa parte della collezione ACT Responsible

Marca: Priest Hospital
Paese: Tailandia

Cliente: Priest Hospital

Titolo	Making Merit or Creating Hurt
Agenzia	Ogilvy Thailand
Campagna	Making Merit or Creating Hurt
Cliente	Priest Hospital
Marca	Priest Hospital
Data di Prima Diffusione/Publicazione	2019
Settore	Ospedali e Cliniche private
Filosofia	“Making Merit or Creating Hurt” is a collaboration campaign between 2 non-profits, aims to raise awareness, and offer solutions for, the health and obesity crisis in the Thai Buddhist monkhood, unknowingly caused by incorrect food alms-giving practices. It promotes a healthier habit of food-giving to decrease the growing number of monks with chronic diseases. 95% of Thais are Buddhists and they are unaware of being the cause of the monk-hood’s health crisis: 70% of the 300,000 monks currently suffer from chronic diseases. This ‘obesity epidemic’ caused by the unhealthy alms-giving has rocketed the monks’ average BMI (Body Mass Index) from 18.0 to 41.6 within the past 10 years. This causes USD 30 million for the annual medical care. For over 2,500 years, giving food as alms is a daily ritual that the monks depend on to survive and a way for the Buddhists to connect with ancestors. Nowadays, the ancestors’ favourite dishes including unhealthily indulgent, high fat and sugar foods are given to monks, in the hopes that they would be enjoying them in the afterlife. Buddhist ecclesiastical law also stipulates that monks cannot refuse the food, and, because of their revered status, exercise is considered unseemly. “Making Merit or Creating Hurt” is a thought-provoking experience, a collaboration between 2 non-profit organisations; the Buddhist Priest Hospital and the Baramee Dhamma Hall, a Buddhist learning center. The idea is curated by turning the medium that spiritually connects with the Buddhists, ‘the monk sculpture’ into media that raises awareness about the monkhood’s health issues caused by unhealthy food given as alms. Within 4 weeks during Thai New Year, the peak season for merit making, the scuplture transforms from an average-built, life-sized figure into a shockingly obese monk. It was strategically displayed outdoors at the hospital, learning center, temples and local markets, which are locations where the audience regularly visits, to provoke them at the moment of merit making. Mobile Location-Based technology is utilized to provide information about obesity and chronic diseases visually related to the sculpture and offer solutions of nutritious meals that will improve the health of monks.
Tipo di Media	Case Study
Lunghezza	125 seconds
Consultant	Huachiew Chalermprakiet
Head of Client Services	Chumni Jittreprasert
Account Director	Naris Nimitmongkol
Account Manager	Krittanut Naksomsong
Account Manager	Chutapa Trikrutapan
Business Director	Jintana Duangkaew
Chief Creative Officer	Nopadol Srikieatikajohn
Executive Creative Director	Wisit Lumsiricharoenchoke
Creative Director	Puripong Limwanatipong
Copywriter	Torpun Lersin
Copywriter	Kris Garford Spindler
Copywriter	Puripong Limwanatipong
Copywriter	Pongsakon Junrueng
Copywriter	Nichamon Kittisimanont
Art Director	Nopadol Srikieatikajohn
Art Director	Wisit Lumsiricharoenchoke
Art Director	Vichapat Pitpreecha
Art Director	Krittapob Kaewprom
Art Director	Thanarat Seekeang
Art Director	Thanawat Chongmahakul
Project Manager	Suparrerk Kulintaraprasert
Interactive Designer	Tarinya Katiwanich
Producer	Natthanon Boriboon
Editor	Nuttaphon Saengrompo
Editor	Artchvit Vongvittayamatakul
Audio & Visual	Nattawat Sritanyarat
Audio & Visual	Wasinee Khongsupamanon
General Manager	Noth Thongsriphong
Producer	Tattapong Siripatvanich
Digital Retoucher	Artchvit Vongvittayamatakul
Digital Retoucher	Preeda Likhitthumakul
Photography Studio	Bob Eye View Studio
Photographer	Navaratana Donkort
Photographer	Nopadol Ninratanabunpot
Camera Assistant	Thanawin Phisankosakun
Sound Design Company	Freq Lab
Sound Designer	Narin Kongkatavaethita
Associate Social Media Director	Prathana Phoolsawas
Camera Assistant	Cholthicha Cherdchu