This Listerine-backed choir takes a joyful approach to cleft palate awareness

Campaign by BBDO Bangkok highlights the possibilities that await kids after surgery

Published On
Dec 16, 2022

Editor's Pick

A new campaign from Thailand is taking a positive approach to raising awareness of children born with a cleft lip or palate; instead of showing emotive images of sad children, it's instead revealing the possibilities that await after surgery.

The campaign, from Listerine, pharmacy chain Watsons and nonprofit Operation Smile, gathered a choir made of kids who have successfully undergone surger, asking them to audition for the process via a TikTok video. Then, agency BBDO Bangkok brought onboard one of the leading music composers in Thailand, Boyd Kosiyabong, to create a special version of his hit song “You’re my breath”.

The music video captures "The Cleft Choir" performing a special version of the song without instruments, using only their voices and their fresh breaths of air. The full version of the music video also included clips of consumers singing along to the song on TikTok.  

"It all started with a recruitment ad on TikTok asking Thais to scan the QR code at the end of a video and sing along with the Cleft Choir." explained Thasorn Boonyanate, chief creative officer, BBDO Bangkok. "We wanted anyone to take part in the music video. We then followed up with KV posters to introduce each choir member."



Dec 16, 2022
Client :
Agency :
Chief Executive Officer :
Somkiat Larptanunchaiwong
Chief Creative Officer :
Thasorn Boonyanate
Creative Director :
Chanikarn Sitthiaree
Senior Art Director :
Pattanapond Ketrathon
Senior Copywriter :
Worrawan Chailert
Agency Producer :
Toungrak Jiravatanarungsri
Group Business Director :
Taksina Vasaruchapong
Group Account Director :
Mira Komolwanich
Senior Account Executive :
Pornchanok Wuttinakorn
Head of Brand and Digital Planning :
Prasit Kunanuphanchai
Planner Manager :
Praewpakorn Chumsai Na Ayudhaya
Production House :
Director :
Thay Littichai
Director of Photography :
Phaklao Jiraungkoonkun
Editor :
Jinnaphat Thammasan
Producer :
Luksawan Kayee
Executive Producer :
Arunwan So
Music Production :
The Flying Tomato Music Co., Ltd.
Music Composer :
Boyd Kosiyabong
Production House :
Mellow Tunes
Sound Engineer :
Arthit Vongmetta
Sound Engineer :
Korawat Sangtaweep
Sound Engineer :
Supavit Kumkoon

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