Charoen Pokphand Group has been entrusted by The National Olympic Committee of Thailand and The Paralympic Committee of Thailand, for the provision of food and communications systems for Thai athletes during the 29th SEA Games and for Thai athletes with disabilities during the 9th ASEAN Para Games, held in Kuala Lumpur, Malaysia.
C.P. Group's Charoen Pokphand Foods Pcl and CP All Pcl, administered food and nutrition, while True Corporation Pcl joined the supportive force facilitating the communication aspect by providing SIM cards and International Roaming service for all Thai athletes throughout both of the sporting events.
Charoen Pokphand Group, additionally, appointed the digital creative agency, Rabbit Digital Group Co.,Ltd., to devise a campaign with the concept, "#TeamThailand" focusing on raising awareness, lifting the spirits of all Thais and cheering on the country's athletes with or without disabilities for the ASEAN Para Games and the SEA Games, respectively.
Moreover, the campaign has won plaudits in the advertising world. The Advertising Association of Thailand presents Adman Awards & Symposium 2017 in recognition of marketing communications achievements in advertising, public relations, promotions, graphic design and fresh media strategy categories. This year, "#TeamThailand" won Bronze in the Corporate Film category.
The "#TeamThailand" advertising campaign defines the Thai teams as going beyond just the athletes who represent the nation as they compete in the international games, and includes all those who work closely with them, including the coaches and all sports-related personnel who rarely get thanked for their efforts such as the athletes' family members, janitorial staff working at sports facilities, team cooks, the athletes' psychologists and all the Thai people who cheer the athletes on whether live at the tracks or through social media.
The concept behind the "#TeamThailand" campaign says it all: "Be Proud Together, Cheer for Thailand with the Heart of a Fighter".
