SCG Bi-ion and Wunderman Thompson Thailand Fight Back Against Bad Air in Bangkok




Wunderman Thompson Thailand

According to a new campaign from SCG Bi-ion and Wunderman Thompson Thailand, Bangkokians have experienced breathing unhealthy air for a long time, with the pollution levels having continuously worsened with PM2.5 and the past few years of the Covid pandemic has made breathing healthy air difficult.

The most contagious place for infectious diseases in the respiratory tract is enclosed spaces where the air has been shared. The campaign stresses that harmful air is no longer just a worry but a life-threatening situation. From 2019 to 2022, 68,728 deaths from respiratory diseases have been recorded in Thailand due to unsafe air.

Yet, little can be done by Bangkokians as efforts by authorities are slow and policies are not long-term says the campaign. So, we should live with unhealthy air, shouldn’t we?


Per the campaign:

“SCG Bi-ion is a revolutionary well-being technology that renders clean air indoors installed into existing air conditioner systems. It reduces and cleans up to 99.9% * of contaminants, pollutants, germs, and viruses. Once installed inside buildings such as offices, buildings, schools, hospitals, etc – it gives the residents safer air. But the challenge remains –if people have learnt to live with bad air, why should they worry and demand for clean air? SCG partnered with Wunderman Thompson Thailand to tackle this nonchalant/casual acceptance of bad air through its #cleanairmatters movement to trigger Bangkokians to wake up and demand for clean air.

First, SCG Bi-ion revealed the shocking truth of deaths related to bad air through a Giant Lung Installation. This art sculpture is made of 68,728 defective face masks that symbolized the number of Thais who had died from airborne diseases during 2019-2022. The huge sculpture has a potent message at its base ‘When was the last time you really breathed clean air?’. Inside the monument gives an immersive sound experience of clean air areas such as a deep forest, beach, and waterfall. People could scan the QR code to learn about the dangers of poor air quality, airborne inflicted illnesses and how to improve air quality with the SCG Bi-ion.


Next came the solution – The Airbulance – a mobile experiential space fitted with SCG Bi-ion for people to experience breathing clean air. This mobile unit reports a live monitoring of air quality index and PM2.5 inside the mobile unit to experience the efficiency of SCG Bi-ion. Passersby are invited go inside this Airbulance to breath clean air.”

These two initiatives have been followed by an original documentary film LIFE AND BREATH, which tells the story of people working the most dangerous jobs and how they risk their lives from just breathing bad air.

Wachirachai Koonamwattana, Head of Service Solution Business at SCG, said: “Under our axiom of ‘PASSION FOR BETTER LIVING’, SCG has always worked at our fullest capacity to integrate innovative solutions for living improvement. Especially, inside the buildings where we spent most of our time. Therefore, we have to ensure that indoor air quality must be clean and safe for everyone, so that our future generations can have the finest quality of life.”

“Bad air is a life and death issue, with too many deaths caused by this. Thai people have silently put up with this problem long enough and I think it’s time we need to start a conversation and do something about it before it’s too late” says Uraiwan Pongthavornsawat, Associate Creative Director of Wunderman Thompson Thailand

This movement reached more than a million Bangkokians and garnered dramatically 1,300,000 THB PR Value. Social media recorded above 30,000 social engagements, triggering a lot of heated conversation on clean air.

*Testing carried out by Tayra and confirmed by the Spanish Ministry of Defense Biological Laboratory on the Plasma Air Ionization technology showed a reduction of MS2 Bacteriophage, a surrogate of SARS-CoV-2 (COVID-19), in indoor environments


Client: SCG
Head of Service Solution Business: Khun Wachirachai Koonamwattana
Customer Experience and Marketing Director: Khun Parapapah Atcharanukul

Agency: Wunderman Thompson Thailand
Chief Executive Officer: Maureen Tan
Chief Creative Officer: Park Wannasiri
Associate Creative Director: Uraiwan Pongthavornsawat
Art Director: Kawisara Nguyen
Copywriter: Wanassanan Inpapean
Business Director: Wchirathorn Wongathikom
Account Manager: Ammara Fuksuwan
Planning Director: Arisarakorn Kamonsuntisuk
Project Manager: Wiyada Rakngarn
Producer: Jiroj Mechoojit, Supatra Assawateppitak

The Staff

The Staff

Gettin' it done.

Read More

subscribe & get more brand in your diet


get more brand in your diet

We never share your info,
we only share ours