SUB CATEGORY :

BEST USE OF SCREENS & DISPLAYS

COMPANY ENTERING :

TENCENT, SHENZHEN

TITLE :

A MEME GALLERY

BRAND :

TENCENT

ADVERTISER :

TENCENT

AGENCY :

TENCENT, SHENZHEN

EXECUTIVE CREATIVE DIRECTOR :

AKAE WANG

COPYWRITER :

ZITA ZOU

ART DIRECTOR :

IVY HUANG/DONG XIE

ACCOUNT DIRECTOR :

CICY LI/KAI YANG

ACCOUNT MANAGER :

RAIN YUE/HUI WANG

DIRECTOR :

AKAE WANG

CINEMATOGRAPHER :

DONG XIE

GAFFER :

IVY HUANG

EDITOR :

DONG XIE

COLORIST :

IVY HUANG

FLAME ARTIST :

DONG XIE/IVY HUANG

VISUAL EFFECTS :

DONG XIE

ANIMATOR :

DONG XIE

SOUND DESIGNER :

DONG XIE

PRINT PRODUCTION COMPANY :

POSTERSCOPE, BEIJING

THE BRIEF :

THE 17 MILLION GENERAL LEARNING DISABLED, DUE TO LACK OF SOCIAL INTERACTION, ARE OFTEN NEGLECTED AND FORGOTTEN. CAN THE POWER OF TECHNOLOGY BRING EQUALITY TO THIS COMMUNITY, HELP THEM VOICE THEIR IDENTITY, AND SUPPORT THEIR CHARITABLE FOUNDATION TO RAISE 15 MILLION RMB WORTH OF PHILANTHROPIC FUNDS?

THE STRATEGY :

INITIATE AN INFLUENTIAL SOCIAL CAMPAIGN ON SOCIAL MEDIA, TO HELP AUTISTIC CHILDREN TO GET ATTENTION AND FUND-RAISING.

THE EXECUTION/THE EXECUTION & CRAFT :

WE CREATED A DIGITAL GALLERY TO SHOW THE ARTWORK OF 36 GENERAL LEARNING DISABLED INDIVIDUALS ON AN HTML5 PAGE. USERS WERE ABLE TO ENGAGE THESE INDIVIDUALS BY SPENDING 1 RMB THROUGH WECHAT PAY TO PURCHASE THEIR PAINTING. ON THE SAME DAY WE ADVOCATED EVERY WECHAT USER TO FRAME THIS PAINTING ON THEIR SOCIAL SPACE. BY LINKING THE PAINTINGS ON SOCIAL MEDIA, A CONTINUOUS DIGITAL GALLERY WAS GENERATED.

THE RESULT :

1. 15 MILLION RMB FUND-RAISING IS COMPLETED WITHIN ONLY 5 HOURS.
2. THE TOTAL NUMBER OF CLICKS REACHED 41.83 MILLION, WITH 5% DONATION RATE.
3. PEOPLE'S DAILY AND HUNDREDS OF MEDIA REPORTED THIS CAMPAIGN. EARNED MEDIA EXPOSURE VALUED 200 MILLION RMB.
4. LISTED IN 10 MOST INFLUENTIAL EVENTS BY 9 TOP MEDIAS INCLUDE ZHIHU, DIGITALING, ETC.