2013 Results

CAT 29 - Promotions & Incentives (PIE)


Ogilvy & Mather, Thailand (THAILAND)

The J.C.C. Co., Ltd. Part, Olfa Cutter: "Cut to Build"29-00579-PIE

Agency (& City): Ogilvy & Mather,Thailand

Copywriter(s): Puripong Limwanatipong/Krai Kittikorn /Thanachai Shavitranuruk/Kris Garford Spindler

Art Director(s): Nopadol Srikieatikajohn/Wisit Lumsiricharoenchoke/Puripong Limwanatipong/Prasit Naksringam

Photographer(s): Navaratana Donkort (Bob Eye View Studio)

Production Company (& City): Kratai tuentua Co.,Ltd./CCDA Bangkok University, Bangkok

Film Director(s): Pagorn Jungrungruang

Production Company Producer(s): Settha Veerathunmanon/Athip Vichuchaianan

Agency Producer(s): Uravasee Chaturongakul/Potrawee Wichien/Suparrerk Kulintaraprasert/Sasinan Jiraweerawong

Graphic Design: Patcharapon Puntiptawee

Chief Creative Officer: Nopadol Srikieatikajohn

Group Executive Creative Director: Wisit Lumsiricharoenchoke

Managing Director: Phawit Chitrakorn

Communications Director: Patsa Attanon

Cinematographer: Chalongwut chorruangsak/Akkarawatt Thanawiboonphol/Siriwat Seeseang/Panit Jirawattananunt

Editor: Wisarut Deelorm/Artchvit Vongvittayamatakul

Retouch: Trirat Tulathong (Bob Eye View Studio)

Artist: Akegaluck Sagaew

Assistant Director: Thitipong Pimolwetkul

Music Composer : Siwat Homkham

Short explanation

In Thailand, OLFA is a cutter brand that was known only among a specific group of customers such as architects and arts students. In 2013, the brand wanted to celebrate its 57th anniversary and recruit new customers by promoting the superior performance of its hundred plus cutter models. The strategy, therefore, is to create an experiential marketing event connecting the brand and the target audience by organizing an exhibition to demonstrate the product performance of OLFA cutters. To do so, we created a Pop-Up Store under the concept ‘Cut to Build’, where every structure down to the smallest detail was crafted from cutting and engraving paper into the desired shapes. This exhibition demonstrated the effectiveness and suitability of the hundred plus models of OLFA cutters in every task required of it.


OLFA is a cutter product that provides more than 100 models, which suit every task required.