Cannes Contenders: Dentsu Thailand
How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges…
Dentsu Thailand
Preserving a cultural legacy for Thailand’s farmers was the inspiration behind a collaborative effort from Dentsu Thailand and Flying Horse Fertilizer. We scoured the nation searching for lost treasures of knowledge and consulted with philosophers to bring a slowly dying art form back to life… Thai farmer’s wisdom. Working closely together, Flying Horse Fertilizer and Dentsu Thailand designed and distributed a modern yet still classical take on the traditional Thai Farmers Calendar to rice farmers nationwide.
To help convey a sense of sacredness, the calendar was designed to resemble traditional palm leaf manuscripts used by Buddhist monks in sermons, and incorporated specially designed, modern, Thai style graphics to mark auspicious and inauspicious days for planting throughout the year.
Dentsu Thailand was honored to partner with Flying Horse Fertilizer in preserving this ancient wisdom. The reactions of farmers when receiving their calendars showed us that this traditional way of planning cultivations and harvests is still widely revered amongst the vast majority and we are proud to help them.
We are inviting agencies to showcase your agency’s best chances at Cannes this year. Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.