| Cannes Lions, 2014 | ||
|---|---|---|
| PROMO & ACTIVATION LIONS | Product & Service: Charities | BRONZE |
Type of entry: Product & Service
Category: Charities
Advertiser: CHINA FOUNDATION FOR POVERTY ALLEVIATION
Product/Service: DONATION BOX
Agency: OGILVY BEIJING, CHINA
Client: CHINA FOUNDATION FOR POVERTY ALLEVIATION
Product: DONATION BOX
Entrant: OGILVY BEIJING, CHINA
Type of Entry: Product & Service
Category: Charities
Entrant Company : OGILVY BEIJING, CHINA
Advertising Agency : OGILVY BEIJING, CHINA
Creative Director: Graham Fink (Ogilvy Beijing)
Creative Director: Juggi Ramakrishnan (Ogilvy Beijing)
Creative Director: Wilson Chow (Ogilvy Beijing)
Creative Director: Jiankai Lu (Ogilvy Beijing)
Copywriter: Lianhui Hao (Ogilvy Beijing)
Copywriter: Juggi Ramakrishnan (Ogilvy Beijing)
Art Director: Chenghao Xie (Ogilvy Beijing)
Art Director: Morris Ku (Ogilvy Beijing)
Art Director: Soonguan Poh (Ogilvy Beijing)
Photographer: John Chan (Ogilvy Beijing)
Photographer: Morris Ku (Ogilvy Beijing)
Photographer: Lingbo Wang (Ogilvy Beijing)
Video Editor: John Chan (Ogilvy Beijing)
Video Editor: Morris Ku (Ogilvy Beijing)
Producer: Tim Zhang (Ogilvy Beijing)
Account Contact: Michael Chang (Ogilvy Beijing)
Account Contact: Tim Zhang (Ogilvy Beijing)
Describe the brief from the client:
The China Foundation of Poverty Alleviation (CFPA) is the largest and most influential NGO in China specializing in poverty alleviation. Part of its mission is to assist poor communities and minority groups. In this respect, it sends clothing to poor areas periodically. But there never seems to be enough clothes to go around. How do we motivate more people to donate clothes to the poor?
Promotion Development:
We designed new donation boxes with life-size portraits of poor children from two of China’s poorest provinces - Guangxi and Yunnan. The torsos of the children were printed on the inside back of the boxes, behind a transparent front layer. From afar, there seemed to be nothing unusual about the portraits, but when people dropped clothes in the boxes, the children appeared to wear them at once. Many donors remarked that seeing the real children touched them deeply. They said that seeing the children wear the donated clothes right on the boxes was heartwarming.
Results:
Previous clothing donation drives in Beijing have resulted in around 300 - 500kgs of clothing per event. Our innovative donation boxes proved to be much more motivating for the public and resulted in us collecting 1,253kgs of clothing. Many donors remarked that seeing the real children touched them deeply. They said that seeing the children wear the donated clothes right on the boxes, was heartwarming.
Relevancy to Product/Service:
Many charities fail in connecting the dots – between donors and the ultimate recipients. Our solution was to connect cause and effect in a creative and visual way so that the benefit was immediately apparent.