1 2
 
 
  • SUB CATEGORY :
    LOW BUDGET CAMPAIGN
  • COMPANY ENTERING :
    J. WALTER THOMPSON HONG KONG, HONG KONG
  • TITLE :
    PASS ON THE BLESSING
  • BRAND :
    SAVE THE CHILDREN
  • ADVERTISER :
    SAVE THE CHILDREN
  • AGENCY :
    J. WALTER THOMPSON HONG KONG, HONG KONG
  • EXECUTIVE CREATIVE DIRECTOR :
    CARLOS CAMACHO
  • CREATIVE DIRECTOR :
    JAM WU
  • COPYWRITER :
    KENNEX MA
  • ART DIRECTOR :
    WAI WONG/JOSEPHINE WONG
  • DESIGNER :
    WAI WONG
  • ACCOUNT DIRECTOR :
    SAMUEL YU
  • ACCOUNT MANAGER :
    TRACY LEUNG
  • AGENCY PRODUCER :
    JIMMY PONG
  • OTHER CREATIVE CREDITS :
    POCKY CHAU
  • EDITOR :
    POCKY CHAU
  • POST PRODUCER :
    POCKY CHAU
  • COLORIST :
    POCKY CHAU
  • VISUAL EFFECTS :
    POCKY CHAU
  • ANIMATOR :
    POCKY CHAU
  • THE BRIEF :
    IN KEEPING WITH SAVE THE CHILDREN’S TAGLINE OF ‘A LITTLE IS A LOT’, WE WANTED TO FIND A SIMPLE AND EFFECTIVE WAY TO HELP PEOPLE DONATE MONEY. INSTEAD OF BIG ONE-OFF DONATIONS, WE BELIEVED SMALLER, MORE CONVENIENT TRANSACTIONS COULD MAKE A BIGGER IMPACT.
  • THE STRATEGY :
    RESEARCH SHOWS THAT WHILE MANY PEOPLE WANT TO DONATE, TIME AND EFFORT ARE BIG OBSTACLES. BY TAKING ADVANTAGE OF THIS INSIGHT, WE WANTED TO FIND A WAY TO SIMPLIFY AND REDUCE THE STEPS NEEDED TO DONATE MONEY. ADDITIONALLY, BY GIVING THE IDEA RELEVANCY AROUND LUNAR NEW YEAR, WE WERE ABLE TO TAP INTO
    PRE-EXISTING BEHAVIOR, AS THE MAJORITY OF PEOPLE ARE ALREADY
    IN A FESTIVE AND CHARITABLE MOOD THIS TIME OF YEAR.
  • THE EXECUTION & CRAFT :
    TO CUT THROUGH THE LAYERS OF REGISTRATION AND ADMIN,
    WE CREATED A VERY SIMPLE WAY FOR PEOPLE TO DONATE. INTRODUCING THE RED PACKET DONATION, A SIMPLE INNOVATIVE DESIGN THAT ALLOWS YOU TO INSTANTLY DONATE A LITTLE MONEY WITH MINIMAL EFFORT.
    THE LETTER DOUBLES AS A DONATION ENVELOPE, THAT CAN GO DIRECTLY INTO THE POST BOX. WITH A SMALL PIECE OF CREATIVE DESIGN, WE GAVE PEOPLE THE OPPORTUNITY TO MAKE A HUGE DIFFERENCE IN SOMEONE ELSE’S LIFE.
  • THE RESULT :
    THE RESPONSE WAS GREAT, WITH OVER 1,000 RED PACKETS BEING SENT OUT TO THE BIGGEST CORPORATIONS AROUND HONG KONG. THIS IN TURN RESULTED IN A 90% RETURN RATE, MAKING IT ONE OF THE MOST EFFECTIVE AND SIMPLE FUNDRAISING EVENTS FOR SAVE THE CHILDREN THIS YEAR. HOWEVER, THE GREATEST ACHIEVEMENT, WAS TURNING
    A 2,000-YEAR-OLD TRADITION INTO AN OPPORTUNITY TO SAVE LIVES.