• 
• 

Published on February 14, 2008

The magic of creativity is something that the cunning minds at Bangkok advertising agency BBDO know all about - they use it to come up with ideas for campaigns all the time. But recently, says chairman and chief creative officer Suthisak Sucharittanonta, they've been inspired by a new challenge: casting a spell of art to help heal children with learning difficulties.

In his 30-plus years of experience - 20 with advertisements and another 10 years on video commercials - Suthisak has guided his company through successful campaigns by picking the brains of his creative staff. They were behind recent TV commercials for Dok Bua Ku toothpaste, Pepsi Max and Bridgestone tyres.

"We thought that we might be able to use some of our experience to contribute to society but I wasn't sure how," says Suthisak. "I happen to be friends with Pamala Bunnag, who's a co-founder of the Lighthouse Centre for Children with Learning Difficulties, and she told me about the developmental problems suffered by so many of the kids she sees."

The Lighthouse Centre was established in 1982 as part of the Foundation for the Welfare of the Mentally Impaired under the royal patronage of Her Majesty the Queen. Suthisak reveals that he normally donated money to the Foundation, but this time he and his team wanted to do something different.

They decided to work on a new kind of campaign, dubbed the "Brain Helping Brain" project. With the help of the people at the Lighthouse Centre, they gathered for a recent day of art activities with the children.

After providing lunch for everyone, BBDO's staff prepared canvases and acrylic paints for the kids.

"It's well known that creativity is key to children's happiness," says Suthisak. "And in this case, it worked. The children got very involved, and so did we. Though I was a bit worried over how they would react at first, the kids were excited and most started spreading the colours around freely straight away.

"There were a few problems - some kids didn't want to share paints and brushes and it took others a while to get used to sitting with strangers - but art played its magical role. The children got really absorbed in the painting. There was laughter, and everyone had a good time."

The fruit of all this fun was 49 abstract paintings of vibrant colours that shone with the spontaneity that had gone into their making.

"Each of these kids is a unique and special individual. Spending just a day with them was truly worthwhile," says Suthisak.

The ad executive has organised an exhibition and sale of the paintings at CentralWorld's Forum zone. It runs until this Sunday, and all proceeds will got to help fund the work of the Centre.

 "Getting a taste of the atmosphere at the Centre - holding the kids' hands, hugging them, helping them with their paintings - made me realise that privileged people like us should lend a helping hand."

 He adds that art therapy, especially with children as open as these, is healing. It doesn't matter whether it's painting, sculpture or listening to music - any form of artistic activity is beneficial because participants are learning both communication skills and muscle control. They get to express their feelings and imagination while at the same time enjoying the physical exercise involved.

Suthisak says he's noticed the impact the project has had on his staff. "Our job entails a constant search for inspiration for the creative innovation that feeds fresh and original ideas. What we're learning from these children is a happiness that is very hard for me to describe - it's inspiring. So we'll definitely continue with "Brain Helping Brain", but we might change to other kinds of artistic expression such as sculpture."

Kupluthai Pungkanon

The Nation