Lonely Rambutan
Award: Wood Pencil
Wood Pencil / Media / Use of Digital / 2020
Malee Group and Wunderman Thompson Thailand wanted to change behaviour and bring canned fruit into people’s daily lives. The Lonely Rambutan first came to life in a web film, as part of a Wong Kar-Wai-inspired platonic love story. After 10 million views on YouTube, it was still feeling lonely so it went on Facebook. It checked-in at lonely events, tried a free hug experiment, and even went live in the shower on a lonely Saturday night. #LonelyRambutan became a trend on Twitter. It then joined Tinder, getting more than a 1,000 matches.
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