Thailand has the world’s second highest rate of bullying— a topic that many people in the country avoid talking about.
Tiny Doll #GentleNotWeak
A short film that turns tissue paper into inspiration for bully victims.
Client
- Kimberly Clark
Office
- Bangkok
Challenge
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.
At a Glance
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
Press
Kleenex, Tiny Doll
Ads of the World
JWT Bangkok's ‘Tinydoll’ Packs Another Punch At CannesLittle Black Book
Kleenex’s ‘Tinydoll’ Featuring Martial Arts Star Rika Ishige Wins Gold at AdFestBranding in Asia
Cannes Lions 2018: JWT Wins the First Gold for Thailand from Kleenex "Tiny Doll"Brand Buffet
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