Wunderman Thompson Thailand WORK Tiny Doll Gentle Not Weak Thumbnail

Our Work

Tiny Doll #GentleNotWeak

A short film that turns tissue paper into inspiration for bully victims.

Client

  • Kimberly Clark

Office

  • Bangkok

Challenge

Thailand has the world’s second highest rate of bullying— a topic that many people in the country avoid talking about.

Inspiration

Kleenex turned the spotlight on bullying with the help of Rika Ishige, Thailand’s top female ONE Championship athlete, who is also known as Tinydoll. A former victim of child bullying, Rika turned her life around after discovering her confidence through sports and martial arts. She spoke out about her childhood as a small and delicate half-Japanese girl growing up in Thailand.

Idea

We created a film that follows Rika’s story as she powers through adversity with her soft and gentle nature, overcoming bullies to become a martial arts champion.

Growth

The six-minute film featuring former bully victim turned martial arts star Rika Ishige garnered 1.5 million views on YouTube and Facebook.

Wunderman Thompson Thailand WORK Tiny Doll Gentle Not Weak Film
At a Glance
6 Million

Views

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Awards

2019 one show

Health, Wellness & Pharma


Merit

2018 Cannes Lions

Health & Wellness/OCT Application


Gold & Silver

2018 AdFest

Film Craft


Gold

2018 ADSTARS

Film Craft / Cinematography


Bronze

2018 adstars

Film Craft / Direction


Bronze

2018 spikes asia

Health & Wellness / OCT Application - Film


Silver

2018 spikes asia

Health & Wellness / OCT Application - Film Craft


Silver

2018 spikes asia

Film Craft


Silver

2018 spikes asia

Film


Bronze

2018 adman

Branded Content & Entertainment


Silver

2018 adman

Film


Silver

2018 adman

PR


Bronze

2018 london internation award

Health & Wellness – Craft


Bronze

2018 b.a.d. award

Craft Film – Cinematography


Gold

2018 b.a.d. award

Craft Film – Directing


Gold

2018 b.a.d. award

Online Film


Gold

2018 b.a.d. award

Branded Content & Entertainment


Silver

2018 b.a.d. award

Digital & Mobile


Silver