Ad Nut
Jun 10, 2020

A young eco warrior's sustainability pledge strikes the right notes

Individual activism may help draw the attention of large corporates to looming eco disasters.

Ad Nut has had frequent run-ins with discarded plastic trash, both in the beloved woodlands and while scampering along the beach hunting for snacks. So ringing proclamations from large corporations that they're going to fix the world often strike a jarring note. However, this creature was happy to discover a new campaign that tries to find a more agreeable way forward.

Whether its the might of a multibillion-dollar corporation or the activism of a child, CP Group, one of Thailand's largest business conglomerates, believes we must all take the challenge of sustainability and the mounting problem of garbage head on. CP Group is itself acutely aware of the challenge—Thailand alone generates 2 million tonnes of plastic waste annually—and the corporation wants to be seen as the leader in reducing the mountain of garbage the country generates.  

To do this, CP Group and Ogilvy Thailand have devised a campaign ‘No one is too small to make a change’, spearheaded by an online film called ‘The girl with the whale’.

While large businesses can contribute their monetary might and photo opps with top management to drive home a sustainability message, the persistence of the film's young eco warrior suggests that it is up to you and me as individuals to drive this change and have our initiatives hopefully supported by large companies. With a million views and counting, this message seems to have hit home, given the country's focus on solving this crisis and its improving pollution ranking.

This creature is happy to note that CP Group too is walking the talk on sustainability, with plans to eliminate waste production and carbon emissions from its premises by 2030. One hopes we can follow the lead of little eco ninja and heal the world, one creature at a time.   


Client: Charoen Pokphand Group (C.P. Group)
Agency: Ogilvy Thailand
Chief Creative Director: Nopadol Srikieatikajohn
Creative Director: Panu Meepaibul
Copy writer: Tipwarin Boonyathai
Art Director: Jutarat Kongton
Group Strategy Director: Sasipa Mongolnavin
Senior Associate: Kamemachat Kwaipun
Business Director: Tuangyos Charoensiri
Account Director: Napat Wuttijariyakul
Account Associate: Alisa Horlertkul
Producer: Uravasee Chaturongakul & Yuthapong Varanukrohchoke
Production House:  Sunshine Etcetera Co.,Ltd

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

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