Operation Smile Thailand recently launched ‘Masks For Smiles’ to mark World Smile Day, a charitable PR campaign built around specially designed face masks to help raise awareness and funds for children with cleft lips and palates to get corrective surgery.
Created and directed by Suthisak Sucharittanonta, under Flare Studio Bangkok (BBDO’s content production unit), in collaboration with Gongkan, a renown pop art painter, Operation Smile Thailand’s face masks feature a distinctive cleft lip smile.
The creative idea serves a dual-purpose: to help protect those in the time of COVID-19 as well as raise awareness for those with cleft lips and palates.
Launched last week on World Smile Day, the campaign has turned out to be a big hit with a number of Thailand’s most famous celebrities taken part by donning the masks and posting photos in support of the cause.
The ‘Masks For Smiles’ cleft lip face masks were produced and delivered to celebrities and influencers to wear and share their photos and captions on social media channels to help spread the message that masks can’t save everyone.
To launch the campaign, Taya Rogers, a Thai actress and Smile Ambassador, is featured in a short film reminding people that wearing a face mask helps protect themselves and others, but in a twist, reveals that masks can’t save everyone.
Children with cleft lips and palates have the best chance of survival if they get corrective surgery within the first year of their lives.
Clients: Operation Smile Thailand
Production company: Flare Studio Bangkok (BBDO)
Director: Suthisak Sucharittanonta
Asst. Director: Kusuma Ruchakityanon
DOP/Editor: Jom Pimolthai
Producer: Toungrak Chiravatanarungsri
Masks designer: Nawaviara
Makeup/Hairstylist: Prapapan Klakitkan
Music score: www.varnmusic.com
Postproduction: Hybrid post
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