| 标题 | Choices for a Mother |
| 广告公司 | CJ/Worx |
| 广告战役 | My Beautiful Women |
| 广告主 | Wacoal Corp. |
| 品牌 | Wacoal |
| 首次发布日期 | 2014 / 2 |
| 行业领域 | 内衣，睡衣 |
| 广告口号 | Wacoal believes that all women were created to be beautiful. Beauty inside. |
| 剧情简介 | First webisode, “Choices for a Mother”- a story that meant to portray “a beauty” that lies in every women. A lady found a cancer during a pregnancy. She has to choose between chemotherapy and a child’s well-being. This webisode came first to affirm Wocoal as a brand for every women. |
| 哲学 | Wacoal requested digital campaign to support their new brand essence which is “Beauty Inside”. Getting along with ATL media, Wacoal wanted digital to help more engaged and portray more about brand emotional which could bring “Beauty inside” into consumers’ heart. Moreover, they wanted digital to help rejuvenate brand since the brand is currently perceived as “brand for my mother”. |
| 问题 | Having “beauty inside” as a key message, when implementing digitally, we narrowed down the message to be more impactful and easy to engage through digital. Therefore, we came up with the big idea “we believed that every woman is beautiful” to implement through digital world. When it comes to emotionally connect with consumers, story telling is the best vehicle. We selected “webisodes” to be our execution and we also did some research to find the “based on true story” that could happen in women’s lives. Since we wanted to target wide range of women, from young adult to mothers, we selected 3 ranges of women which are a university student, a working woman, and a modern mom. After some researching over the internet, we found so many stories to be selected. Then, we finally we came up with the stories that could attack women’s hearts most. |
| 结果 | Christianpost.com, a newspaper for Christian communities, presented Jane’s Secret webisode as an example of good doing. The article said, “The video is seven minutes long, but I just can't spoil it for you. It's a stunning example of selflessness that clearly echoes themes in the Bible – all in a lingerie ad. SHARE it!” As a result, the article was shared over 36,000 times. In the 4th week, the number of views hit 1.3 million when 9GAG TV broadcasted our story in their social cam. Then US Today published our story. There are many more free media posted by key influencers and super star both local and international namely. Damn.com, a huge US video hub, posted the story on the website with a title, “This Video "My Beautiful Woman" Will Touch Your Heart Like Never Before. Must Watch”. The post was shared over 909,728 times on Facebook. Zooey Deschanel also posted Jane’s Secret webisode on her Facebook Fanpage of 4.3 million fans. |
| 媒体类别 | Web Film |
| 长度 | |
| 更多信息 | www.mybeautifulwoman.org |
| Managing Director | Saharath Sawadatikom |
| 战略企划总监 | Chawana Praesrisakul |
| 联合创意总监 | Chutima Sriaranyakul |
| 文案 | Kritkhanin Sornchan |
| 项目经理 | Pinyada Pinpetch |
| 客户总监 | Nabhag Suksuwanon |
| 客户主管 | Chadakarn Nampradit |
| 媒介企划 | Mongkol Damrongsukniwat |
| 战略企划 | Achara Kamolpechara |
| Managing Partner | Jinn Powprapai |
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