Agency Network: 
June 2011


Outdoor advertisement created by TBWA, Thailand for M Wrap, within the category: House, Garden.

Advertising Agency: Creative Juice\g1\TBWA, Bangkok, Thailand
Chief Creative Officer: Thirasak Tanapatanakul
Executive Creative Director: Prangthip Seelos
Art Directors: Anchalika Ketwattanachai, Thirasak Tanapatanakul
Copywriter: Nattawut Sittiwaraphan
Account Manager: Pongsuree Asanasen
Photographers: Anuchai Secharunputon, Nok Pipattungkul
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Highest Rated

Wordnerd's picture


Activity Score 6692
gadgets's picture

poor baby pig :(

Activity Score 1063
Tommy G.'s picture

That would never be printed here in America. Weird idea.

Tommy G.
Activity Score 897
Graphic Designer at Job seeking
AdBuzzer's picture

it doesn't work for me, but I guess it might be received differently in the Far East culture

Activity Score 1174
Marketing Manager |

Bob.C's picture

They certainly say fresh and they are clever. If the average Thai housewife gets her food in it's freshly killed original state would it work?
Maybe - even in Taiwan where we work I can buy a suckling pig and live fish at the supermarket, then walk across the road to get them to kill a chicken for me at the traditional market, I guess that means that there isn't the squeamishness or yuck factor.

Would even have been noticed at Cannes if they hadn't felt shocked (I'm guessing that most the jury doesn't come from homes where their moms kill chickens in the kitchen)?

Activity Score 1157
Copywriter at Convince Ltd |

= =

bhuvneshwar.chd's picture

very cool.

i like d concept and art

Activity Score 989
Graphic Designer at artist, illustator, designer |

"If you are irritated by every rub, how will you be polished?"
— Rumi

thedesignaddict's picture

Enigmatic. What is this ad saying?

Activity Score 5403
Art Director at Freelance
corporal_hicks's picture

Keeps it fresh, that's all i think.
Works for me.
Good one!

Activity Score 365
Art Director
Wordnerd's picture


Activity Score 6692
AssassinX's picture

I'm feeling sick after seeing this. Interesting concept tho.

Activity Score 1329
Glut's picture

very clever approach, so simple.

Activity Score 3935
Public Relations at Glut. Ideas Boutique.
simonsays's picture

As european, I'm splitted between disgust and fun.

Very original, but not completely convinced this ad raises the quality image of the product...

Activity Score 332
ace85le's picture

Totally a turn-off. Totally.

Activity Score 3935
Marketing Manager |


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CuriousPencil's picture

Not sure if this is a cultural thing or not, but I think this is an entirely clever idea; this concept directly and plainly says the food you've killed can be kept as fresh as it was alive, and if you're eating meat, this product keeps it edible. But I don't eat meat, so I'm not bothered by the reality that the smiling pig/chicken/fish is actually what's on the plate. Some of the reactions to this campaign seem to be kneejerk reactions from people being confronted by the reality of their food.

Activity Score 4225
Diplodokus's picture

Creative, yet disgusting.

Activity Score 1819
Creative Director at J. Walter Thompson Amsterdam
purshotham's picture

Total campaign not looking fresh...execution have been better, fresh & little beauty...

Activity Score 457