2 Gold Lions to Monday at Cannes Lions 2016

24 June 2016

The first Gold Lion was awarded to Monday for the campaign in the Print & Publishing category and it was the only Gold Lion of Asia in this year from 3,775 submissions.
Another Gold Lion for Monday was for the campaign in the Outdoor category and Monday was the only agency from Thailand who received Gold Lion in this category from 5,365 submissions.
The award-winning campaign was “EPIC SLEEP” from ARABUS 3 IN 1 COFFEE by DUTCH MILL CO. and this is story behind the success.
Brief
DUTCH MILL CO. wanted to launch a campaign for ARABUS 3 in 1 coffee to deliver the message to target consumer that drinking ARABUS will make you fresh like no others.
 Main Idea
After analyzing the brief. We found that fresh feeling from drinking coffee was generic functional benefit which was repeatedly presented so many times before. So the challenge for Monday Bangkok was to make it different and impactful to consumer.
“We believe that key factor was “insight” and must be insight that can engage people in the present. Finally, we found something interesting fact that sharing people’s mistake in social media could be turned to funny MEME including sleeping.
Only single picture of a person sleeping in public can be edited and spreaded over social networks and it will be there for the rest of time. And that’s the concept behind our funny ideas “In social era, Sleep became EPIC”
Execution
After come up with the idea, we believed that photoshop battle which is so popular online can be used to engage new generation.
And the places we normally found people sleep in has been MRT, office, airport etc. Then, we shot the original photo and let the team edit by using Photoshop in the funny ways and add the copy – If you don’t want to be an epic, drink ARABUS.
Behind Gold Award
We believed the reason why “EPICE SLEEP” was awarded because of we bring the fact happens online and apply to offline media as print and outdoor perfectly with the smart copy which is also the factc as well.
Credit
Client:
DUTCH MILL CO.,LTD.
Campaign:
EPIC Sleep (MAN/LADY/OFFICE), ARABUS 3 IN 1 COFFEE
Agency:
Monday
ทีมงานสร้างสรรค์:
Chief Creative Officer: Wiboon leepakpreeda , Passapol Limpisirisan
Creative Director: Thanawat Sakunnanthiphat
Art Director: Nuttanun Vacharaprechasakul
Copywriter: Pakorn Siripol
Producer: Naiyana Tongmintra
Senior Account Manager: Sujira Srivarakiat
Production House: Chubcheevit Studio