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BBDO Bangkok & Operation Smile Launch “The Painted Smile”

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Every child has a smile, but for those born with a cleft lip, they think their smiles are ugly...

BBDO Bangkok & Operation Smile Launch “The Painted Smile”

So they never smile, and as a result, they struggle to make friends.

BBDO Bangkok has partnered with Operation Smile, a global foundation that raises money to perform cleft surgery on children in need, to demonstrate the power and beauty of a smile, raising awareness and much-needed donations.

The campaign launched in May 2015 with the world’s first painted-cleft play as professional make-up artists painted fun and playful characters around children’s lips to highlight their smiles.

The play was filmed and used as the main awareness driver to raise funds for the charity. Print and billboard featuring key images further supported the fundraising efforts around Bangkok.

The Painted Smile captured the attention of both the Thai general public and celebrities who posted photos of themselves hiding their smiles behind cute dolls on Instagram, using the tag #thepaintedsmile.

The campaign earned US $1.6 million in free PR. Most importantly, it raised enough money for more than 1,000 children in Thailand to receive cleft surgery this year.
“We were so excited to produce this campaign and to help make a real difference. We found that using an optimistic approach and avoiding the usual tear-jerking campaigns really stood out for Operation Smile and helped raise funds for many, many surgeries,” said Chalit Manuyakorn, ECD, BBDO Bangkok.

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Sound Production: Momentum


Advertiser: Operation Smile

Production Company

Production Company: Film Factory

Creative Agency

Chief Creative Officer: Suthisak Sucharittanonta

Creative Agency: BBDO Bangkok

Executive Creative Directors: Suthisak Sucharittanonta & Chalit Manuyakorn

BBDO Asia, Wed, 15 Jul 2015 05:29:48 GMT