| 标题 | Making Merit or Creating Hurt |
| 广告公司 | Ogilvy Thailand |
| 广告战役 | Making Merit or Creating Hurt |
| 广告主 | Priest Hospital |
| 品牌 | Priest Hospital |
| 首次发布日期 | 2019 |
| 行业领域 | 医院、医疗机构和医疗服务 |
| 哲学 | “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. |
| 媒体类别 | 案例研究 |
| 长度 | |
| Consultant | Huachiew Chalermprakiet |
| Head of Client Services | Chumni Jittreprasert |
| 客户总监 | Naris Nimitmongkol |
| 客户经理 | Krittanut Naksomsong |
| 客户经理 | Chutapa Trikrutapan |
| Business Director | Jintana Duangkaew |
| 首席创意官 | Nopadol Srikieatikajohn |
| 执行创意总监 | Wisit Lumsiricharoenchoke |
| 创意总监 | Puripong Limwanatipong |
| 文案 | Torpun Lersin |
| 文案 | Kris Garford Spindler |
| 文案 | Puripong Limwanatipong |
| 文案 | Pongsakon Junrueng |
| 文案 | Nichamon Kittisimanont |
| 美术指导 | Nopadol Srikieatikajohn |
| 美术指导 | Wisit Lumsiricharoenchoke |
| 美术指导 | Vichapat Pitpreecha |
| 美术指导 | Krittapob Kaewprom |
| 美术指导 | Thanarat Seekeang |
| 美术指导 | Thanawat Chongmahakul |
| 项目经理 | Suparrerk Kulintaraprasert |
| Interactive Designer | Tarinya Katiwanich |
| 制片 | Natthanon Boriboon |
| 剪辑师 | Nuttaphon Saengrompo |
| 剪辑师 | Artchvit Vongvittayamatakul |
| Audio & Visual | Nattawat Sritanyarat |
| Audio & Visual | Wasinee Khongsupamanon |
| General Manager | Noth Thongsriphong |
| 制片 | Tattapong Siripatvanich |
| Retoucher | Artchvit Vongvittayamatakul |
| Retoucher | Preeda Likhitthumakul |
| Photography Studio | Bob Eye View Studio |
| 摄影师 | Navaratana Donkort |
| 摄影师 | Nopadol Ninratanabunpot |
| Camera Assistant | Thanawin Phisankosakun |
| 音效设计公司 | Freq Lab |
| Sound Designer | Narin Kongkatavaethita |
| Associate Social Media Director | Prathana Phoolsawas |
| Camera Assistant | Cholthicha Cherdchu |
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