Each year, more than 1,000 children in Thailand are born with cleft lips and palates. Those who don't receive proper surgery face a variety of issues. Many develop at a much slower rate.
Cleft lip or palate affects your ability not only to speak but also to eat and breathe.
Listerine is a brand that promotes oral wellness. The brand decided to do a fundraising campaign to help underprivileged Thai children born with cleft lips to receive vital surgery.
Listerine believes that healthy breath and mouth should be accessible to everyone. Instead of showing a pitiful Fundraising campaign, we show Thais what a healthy mouth can achieve.
We formed a unique choir made of children who had received proper cleft surgery to seek donations to help their cleft-affected friends. They performed a special version of Thailand's all-time mega-hit song "You're my breath" without any instruments, by using only their voices and their fresh breath. This was led by Thailand's most popular music composer Boyd Kosiyabong and his team. We invited viewers to join the choir, by scanning QR code on the Listerine pack to sing along with the cleft choir.
20 million views on the music video alone
88 million media impressions
5 million in PR value
50 children received proper cleft surgery after the campaign launch
This professional campaign titled 'The Cleft Choir' was published in Thailand in November, 2022. It was created for the brands: Listerine, Operation Smile Thailand, and Watsons, by ad agencies: BBDO, BBDO Asia, and BBDO Bangkok. This Digital, Film, and Outdoor media campaign contains 1 media asset. It was submitted 4 months ago.
FROM BBDO BANGKOK
CEO: Somkiat Larptanunchaiwong
CCO: Thasorn Boonyanate
Creative Director: Chanikarn Sitthiaree
Art Director: Pattanapond Ketrathon
Copywriter: Worrawan Chailert
Producer: Toungrak Jiravatanarungsri
Business Director: Taksina Vasaruchapong
Account Director: Mira Komolwanich
Account Executive: Pornchanok Wuttinakorn
Planner: Prasit Kunanuphanchai
Planner: Praewpakorn Chumsai Na Ayudhaya
PRODUCTION BY UNBOXNOW
Director: Thay Littichai
Director of Photography: Phaklao Jiraungkoonkun
Editor: Jinnaphat Thammasan
Producer: Luksawan Kayee
Executive Producer: Arunwan So
MUSIC / SOUND
The Flying Tomato Music
Composer: Boyd Kosiyabong