Thairath TV - "Blind Taste"

BBDO Bangkok

BBDO Bangkok Bangkok, Thailand

6704

This ad is part of the ACT Responsible Collection

Brand: Thairath TV
Country: Thailand

Advertiser: Thailand Association of the Blind

Title	Blind Taste
Agency	BBDO Bangkok
Campaign	Blind Taste
Advertiser	Thailand Association of the Blind
Brand	Thairath TV
Date of First Broadcast/Publication	2014 / 5
Business Sector	TV/Radio Programs & Stations
Tagline	Taste needs no eyes
Story	In Thailand, blind people are often perceived as inferior. They are treated as an invaluable group of people and given less job opportunities. Thailand association for the blind wanted to change the perception of society and make their disability the new ability.
Result	One insight we learned from the blind is that losing the sense of sight enhanced their other senses: touch, sound, smell and taste. Based on this insight along with thai's love of food, together with Thailand association for the blind, Thairath tv created ‘BLINDTASTE’ -- Thailand's first ever food critic tv program hosted by the blind. It focuses solely on the taste and smell of food, but not the look of it. It reminds the audience to look further to the inside of each dish and each person. We got many celebrities to try out to be blind for one day and have the blind to lead their ways throughout the show. So everyone can also really see what the blind are capable of. The content became an instant hit, it was reposted online on hundreds of website, spreading the show to more than hundred of millions impressions. Every week people will be waiting for an honest food comments from the blind and follow their recommendations. The post-launch statistic shown more than 50 episodes, total minutes 2,250 min. 80% prefers food critics from blind people 76% awards of their other capabilities most important we’ve changed the perception of the blind from one that only sees the disability to one that is full of unseen potential. In Thailand, blind people are often perceived to be inferior but losing one sense enhances the others;especially a sense of taste.BBDO & Proximity Thailand helped Thailand association of the blind create blind taste, a food critic tv show Hosted by blind people in order to find restaurants where food is all about the taste rather than their looks.The show became instant hits. The blind is not only capable of being a lotto seller but the one with a real ability.
Media Type	Case Study
Length	123 seconds
Market	Thailand
Chief Creative Officer	Suthisak Sucharittanonta
Creative Director	Suthisak Sucharittanonta
Creative Director	Chalit Manuyakorn
Creative Director	Choojai Ka Kalayanamitr
Art Director	Suthisak Sucharittanonta
Art Director	Tiabtawan Limjittrakorn
Art Director	Rook Floro
Copywriter	Suthisak Sucharittanonta
Copywriter	Thasorn Boonyanate
Account Director	Taksina Vasaruchapong
Agency Producer	Nanthana Kumpiranont
Production Company	Longdo Production
Director	Sorasart Wisetsin
Director of Photography (DOP)	Udomsak Lekkrajang
Executive Creative Director	Chalit Manuyakorn
Executive Creative Director	Suthisak Sucharittanonta
Associate Creative Director	Apichai Inthutsingh