CanonLife Redefine - Thai Alphabet

Agency: Rabbit's Tale


Learning the Thai Alphabets is the first step of Thai education. Through the power of photography, Canon believes there is a way we can create a more inspiring learning experience for Thai students by modifying the original format of the current Thai alphabet textbooks.
We launched the “Canon Life Redefine: Thai Alphabet” campaign as a photo contest that turns an online community into a hub that lets photographers bring the power of photography to create a new set of Thai alphabet based on photographs. 6,253 photographers participated in the campaign and the total of 8,653 photographs were sent in. At the end of the campaign, we were able to produce a whole new set of learning tools for over 400 schools all across Thailand. The campaign’s meaningful objective made millions of impressions through shares on social media channels. Most importantly, this campaign successfully redefined Thai education’s most crucial learning tool through the power of photography.

This professional campaign titled 'CanonLife Redefine - Thai Alphabet' was published in Thailand in March, 2017. It was created for the brand: Canon, by ad agency: Rabbit's Tale. This Experiential medium campaign is related to the Electronics, Technology industry and contains 1 media asset. It was submitted about 7 years ago.


Advertising Agency: Rabbit's Tale, Bangkok, Thailand
Executive Creative Director: Noranit Yasopa
Creative Director: Papop Chaowanapreecha
Copywriter: Nalin Viroonhatham
Art Director: Valunch Charoensombut-amorn
Account Director: Kathleen Wongsaenganan
Account Executive: Natthawut Chartpatthomrak
Strategic Planning Director: Saroj Laohasiri
Agency Producers: Potrawee Wichien, Arthitaya Kitiwattanakorn
Associate Account Director: Nat Luevarapong
Digital Planners: Kook Khampain, Sayomphu Pongmai
Head Of Design Team: Sibb Sattakhunchutipas
Senior Graphic Designer: Chakrit Boonjaroen
Graphic Designers: Saratoon Chanvichit, Nattawat Mongkol-adisai
Assistant Producer: Worarat Kaewkhow / Meour Production
Production Managers: Mittraphorn Phongsaroj, Vananan Whangpuam
Director: Teewin Varapaskul
Cinematographer: Setthawut Samathimongkol
Gaffer: Apiwat Thongyoo
Film Producer: Thanaphorn Phiansomphol
Assistant Director: Pongsakorn Chomwong
Production Manager: Parisoot Naraiprasit
Assistant Producer: Worarat Kaewkhow
Production Managers: Mittraphorn Phongsaroj, Vananan Whangpuam
Editor: Tanat Suraboonkul
Senior Post Producer: Kanitha Samran
Lead Flame Artists: Chatpatt Ittipitchayawat, Lhin Koedliam
Visual Effects Supervisor: Kem Suraphongchai
Cg Artists: Yuttasak Jarupitak, Benz Piyawong


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