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Web Film
Listerine: The Cleft Choir
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BBDO Bangkok, LISTERINE, Watsons and ‘Operation Smile Thailand’ collaborate on a viral music video directed by Thai songwriter and music producer Boyd Kosiyabong to raise funds for Thai children who are in need of cleft surgery. Starring a new kind of band, 'The Cleft Choir'. Each year, more than 1,000 Thai babies are born with cleft lips and palates. Those who don't receive proper surgery face a variety of issues, and many develop at a much slower rate. A cleft lip or palate affects your ability not only to speak but also to eat and breathe. This raises the question: what can they do in society when something as basic as breathing becomes challenging? LISTERINE believes that a healthy mouth and breath lead to a healthy life. In order to turn words into action, they decided to team up with BBDO Bangkok, Watsons and ‘Operation Smile Thailand’, a non-profit organisation of volunteers that helps cleft children get proper surgery, to launch a fundraising campaign that would help at least 50 children with clefts receive a proper operation by directly donating sales of LISTERINE from Watsons towards the cause. While most fundraising campaigns try to create sympathy through an emotional and upsetting ad showing someone's current situation, BBDO Bangkok took a different approach to get the public's attention... A more joyful, full-of-life approach, helping Thais see the possibilities that await these kids after they undergo proper cleft lip and palate surgery.
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