Thailand has the world’s 2nd highest rate of bullying, but nobody talks about it. Kleenex tissue stands for soothing care through the toughest times and decided to tell the untold story of Rika Ishige, Thailand’s #1 fighter whose fire to fight is fueled by her traumas as a bully victim.
“Tiny Doll” is a short film that chronicles Rika’s life story as she takes the audience through the early days as a small and delicate girl to finding the strength to become an MMA champion.
It received 5.8 million views in under 3 weeks and made international headlines, sparking conversations about Thailand’s bullying epidemic and subverting stereotypes of what tiny, gentle women are capable of. #GentleNotWeak
This professional campaign titled 'Tiny Doll' was published in Thailand in January, 2018. It was created for the brand: Kleenex, by ad agency: JWT. This Film medium campaign is related to the House, Garden industry and contains 1 media asset. It was submitted over 4 years ago.
Advertising Agency: JWT, Bangkok, Thailand
Chief Creative Officer: Joao Braga
Creative Director: Thasorn Boonyanate
Art Directors: Kusuma Arunanondchai, Intira Tripukdeekul, Danai Apiwatmongkol
Copywriters: Thasorn Boonyanate, Supalerk Silarangsri
English Copywriter: Supanat Wachiralappaitoon