A century-old norm of school uniforms stifles Thai girls’ confidence and the ability to freely express themselves.


In Thailand, students must wear school uniforms from kindergarten through university – and violations of dress codes can result in severe punishments and limiting self-expression.


In collaboration with fashion designer Wacoal, Wunderman Thompson Bangkok created ‘Ready-To-Go Uniforms’ – a collection of uniforms that transform the moment you step out of school, enabling Thai girls to express themselves how they want.


The campaign gained USD 5.3 million PR value and resulted in a 174% increase in bra sales during the first month of launch.

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