Sor Khonkaen - Flood Campaign

(Created during my time at VML , Bangkok)

 

THE WHOLE CAMPAIGN IN ONE SENTENCE :
"USING ONE OF THAI MOST WELL KNOWN LOGOS TO HIGHLIGHT OVERLOOKED PLACES"

 

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During the recent 2024 flood that affected most of Thai north, despite how much people were willing to help, many areas were unfortunately overlooked. As most of the helps went towards the more well-known locations, the smaller villages (which tended to be the one most affected by the flood) didn't receive nearly as much help.

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Sor Khonkaen, one of Thai biggest food conglomerates, was interested in both helping out themselves as well as highlighting the overlooked areas so that even more helps could come their ways. Since Sor Khonkaen (which stands for "Khonkaen Province's Products") happens to have one of the most well recognized logos in Thailand that also has the name of a province in the design, we decided to temporary change the logo to mentioned various flooded provinces to create a striking visual that would help to call the much needed attention.

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The changed logos, which were shared through Sor Khonkaen's social media platform, also worked as an informational graphic with the water level that reflected the severity of the flood in each area.