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  • AWARDS :
    FINALIST
  • SUB CATEGORY :
    DIRECT AMBIENT: LARGE SCALE
  • COMPANY ENTERING :
    BEIJING DENTSU ADVERTISING CO., LTD, BEIJING
  • ENTRY TITLE :
    CHANGING ROOM
  • BRAND :
    C&A
  • ADVERTISER :
    C&A(CHINA)CO.,LTD
  • AGENCY :
    BEIJING DENTSU ADVERTISING CO., LTD., BEIJING
  • EXECUTIVE CREATIVE DIRECTOR :
    KAZUKI TSUBURAKU
  • CREATIVE DIRECTOR :
    MANABU HOSHINO/XIAOCHUN CHEN
  • COPYWRITER :
    SI TAN
  • ART DIRECTOR :
    XIAOCHUN CHEN
  • ACCOUNT MANAGER :
    RITA ZHANG
  • ACCOUNT EXECUTIVE :
    MISA CHEN
  • AGENCY PRODUCER :
    HAOYANG LIU
  • FILM PRODUCTION COMPANY :
    TIANLI(BEIJING)ADVERTISING CO., LTD., BEIJING
  • EXECUTIVE PRODUCER :
    HAIFENG JIN
  • POST-PRODUCTION COMPANY :
    BEIJING WAN JING HUI CULTURE DEVELOPMENT CO., LTD., BEIJING
  • EDITOR :
    RUIXUAN ZHU
  • SPECIAL EFFECTS COMPANY :
    CINEASTE MEDIA COMPANY LIMITED, BEIJING
  • VISUAL EFFECTS :
    XIAOBO ZHONG
  • SOUND PRODUCTION COMPANY :
    CREATIVE AUDIO PALACE, BEIJING
  • MUSIC COMPOSER :
    WEI ZHANG
  • PHOTOGRAPHER :
    HONGLIN ZHANG/HAOYANG LIU
  • THE BRIEF :
    AS AN INTERNATIONAL CLOTHING BRAND, C&A HOPE TO SHARE THEIR WARMTH TO THE WORLD WITH CLOTHES TO CHILDREN IN THE IMPOVERISHED MOUNTAINOUS AREAS OF CHINA. FOR THEM, BUYING
    A PIECE OF WARM CLOTHING IS A LUXURY. WHAT CAN WE DO TO SHARE
    THE WARMS WITH THEM?
  • THE STRATEGY :
    THE MAIN TARGET OF C&A IS YOUNG PEOPLE. THEY LOVE SHOPPING.
    THE END OF YEAR IS BIG SALES SEASON (WINTER DISCOUNTS). THIS MAKES PEOPLE EVEN MORE EXCITED ABOUT SHOPPING. DURING THIS TIME,
    HOW CAN WE MAKE PEOPLE IN THE CITY ENJOY DONATION AT STORES,
    AND SHARE THE WARMS WITH CHILDREN WHO ARE IN NEED?
  • THE EXECUTION :
    WE CREATED A SPECIAL “CHANGING ROOM” IN THE FITTING ROOM OF THEIR STORE. IN THIS ROOM, YOU DO NOT ONLY CHANGE YOUR CLOTHES, BUT ALSO CHILDREN’S LIFE. WHEN THE CUSTOMERS ENTER
    THE CHANGING ROOM AND PUT THEIR CLOTHES ON THE HOOK,
    IT ACTIVATES A LED SCREEN, AND SHOW YOU A CHILD IN NEED. THEN YOU CAN CHOOSE HOW MUCH OF YOUR DISCOUNT YOU WOULD LIKE TO DONATE. THE EVENT WAS HELD FROM 2015.12.10 TO 2016.01.10 AT C&A RETAIL STORE IN CHINA. MEANWHILE, THIS CAMPAIGN IS BEING PROMOTED ON C&A'S OFFICIAL WECHAT AND WEIBO.
  • THE RESULT :
    IN COMPARISON WITH PREVIOUS THREE WEEKS, SALES INCREASED 22.3% WITHIN THE FIRST THREE WEEKS OF THIS EVENT. EVEN THOUGH CHINESE PEOPLE ARE NOT USED TO DONATING MONEY, THIS CAMPAIGN SUCCEEDED IN COLLECTING CONTRIBUTIONS.