| Title | Tinydoll 2 |
| Agency | J. Walter Thompson Bangkok |
| Campaign | #GentleNotWeak |
| Advertiser | Kimberly-Clark Worldwide, Inc. |
| Brand | Kleenex |
| Posted | January 2019 |
| Business Sector | Toilet Paper, Tissues |
| Story | International facial tissue brand Kleenex turned the spotlight on the problem of bullying by featuring Rika Ishige, Thailand’s top female ONE Championship athlete also known as ‘Tinydoll’. A former victim of child bullying, Rika turned her life around after discovering her confidence through sports and martial arts. She chose to speak out about her childhood as a small and very delicate half-Japanese girl growing up in Thailand. Recent research shows that Thailand has the world's second highest percentage of children being bullied at school. According to the survey conducted by the Department of Mental Health, about 600,000 children are being bullied at school each year, and 40 percent of these children are bullied by their peers. In the film created by J. Walter Thompson Bangkok and shot by Baz Poonpiriya (the award-winning director behind box-office hit ‘Bad Genius’), the audience follows Rika’s story as she powers through adversity with her soft and gentle nature to overcome the bullies and become a martial arts champion. |
| Media Type | Case Study |
| Length | |
| Chief Creative Officer | João Braga |
| Creative Director | Thasorn Boonyanate |
| Copywriter | Thasorn Boonyanate |
| Copywriter | Supalerk Silarangsri |
| Art Director | Kusuma Arunanondchai |
| Art Director | Intira Tripukdeekul |
| Art Director | Danai Apiwatmongkol |
| Brand Team Leader | Supannapa Traitonwong |
| Group Account Director | Michelle Abeleda |
| Account Director | Jit-aree Chotivithayaporn |
| Head of Planning | Prachawan Ketavan |
| Head of Production | Jiroj Mechoojit |
| Producer | Duangjai Choomnoommanee |
| Director | Nattawut Baz Poonpiriya |
| Co-Director | Wattanapong Wongwan |
| Cinematograher | Phaklao Jiraungkoonun |
| Editor | Chonlasit Upanigkit |
| Executive Producer | Amorn Nilthep |
| Producer | Kobrsak Noomnoi |
| Post-Production House | After Shoot Bangkok |
| Sound Production Company | Soundwave |
| Sound Designer | Kritakorn Tanuchaikar |