Tencent Charity: Pocket With Love [video]

Credits & Description:

Client: Xihan Action /Tencent
Product: Qiang Embroidery Protection
Entrant: Publicis Guangzhou, China
Idea: Publicis Guangzhou, China
Media: Publicis Guangzhou, China
Pr: Publicis Guangzhou, China
Production: Publicis Guangzhou, China
Production 2: Guangzhou Magic Paint Advertising, China
Editor: Sep
PWW Creative Director: Eirk Vervroegen (Publicis)
Chief Creative Officer: Sheena Zheng (Publicis Shanghai)
Executive Creative Director: Akae Wang (Publicis Shanghai)
Senior Creative Director: Yolanda Zheng (Publicis Guangzhou)
Senior Art Director: Janet Zhu (Publicis Guangzhou)
Art Director: Shawn Xiong (Publicis Guangzhou)
Art Director: King Wang (Publicis Guangzhou)
Art Director: Raymond Zhang (Publicis Guangzhou)
Senior Copywriter: Aiya Chu (Publicis Guangzhou)
Copywriter: Steven Li (Publicis Guangzhou)
Executive Producer: Bendit Li (Publicis Guangzhou)
Managing Director: Lauren Liu (Publicis Shanghai)
Director: Edmond Xu (Magic Paint Advertising)
Producer Assistant: Song (Fish Production)
Producer: Shirley Li (Magic Paint Advertising)
Editor: Mo (Magic Paint Advertising)
Website URL: http://www.xihanaction.org/
Describe the campaign/entry:
“Don’t donate, adopt a pocket on you. ”
Every pocket offers a Qiang woman with 6 hours’ work.
We design a pocket which is like the Qiang women’s drawing board. Qiang women can sew various Qiang pattern on the pockets of different texture, color and size.
Meanwhile, every Qiang embroidered pocket is a well-designed element, which can go with every consumer’s style. You can sew the Qiang embroidered pocket on your clothes, bags or toys. Everyone can become the advocate of the Qiang embroidery.
Execution:
Through the platform of Tencent 99 Charity, we start to advertise and open purchase channels. We initiate a call to adopt the pockets through media such as web advertisement, email DM and SNS. Then we combine the Qiang embroidered pocket with fashion industry and promote it in fashion shows, magazines and parties. We firstly aim at the designers and trendsetter, then to the public.
The pocket is also a medal to support Qiang embroidery. Everyone can be an ambassador to spread Qiang embroidery. When they show off their creative fashion via social media such as Instagram, wechat and facebook, the Qiang embroidery quickly steps into the trend of younger generation.
1. Via Tencent 99 Charity platform, 34000 pockets were adopted in just 1 week.
2. 486 Qiang families gained 1 year’s work with the revenue 3 times more than before, so that they could live by their own handicraft.
3. Gotten the favors of young generation, Qiang embroidered pockets exposed in the streets and social media frequently. Celebrities joined the pocket DIY which attracted the fans’ attention and followed.
4. Chinese famous clothing brands released the Qiang embroidered pocket series, which built up the connection between the handmade Qiang embroidery and factories.
5. Supported by more than 20 fashion magazines and fashion programs, the ancient Qiang embroidery came back in a trendy way.
6. We promoted the rare Qiang embroidery culture by marketing approach, and built up a long-term self-sufficient platform for Qiang people.
The Situation:
The culture of Qiang embroidery is at the risk of extinction because it is lack of influences to the modern society and young generation.
Via creation and communication, we combine the Qiang embroidery with every consumer in a most adaptable way. Every consumer’s social influence and fashion influence can enhance the impact of the Qiang embroidery and build up the connection between Qiang embroidery and the market, which keep the endangered culture alive.
The Strategy:
Strategy: Combine the Qiang embroidery with common commerce
Target: Chinese young generation, who are lack of interest of ancient culture and love to pursue individuality.
We never try to change their preference or taste, but encourage them to show their styles in a different way, to push the same thing – Qiang embroidery.
The traditional culture is hard to become popular because its form is lack of affinity. We use the pocket, a familiar and necessary carrier, as the join point between Qiang embroidery and consumers. Different person can DIY different pocket, and create thousands of forms of Qiang embroidery, which produces mass of communication materials for the culture of Qiang embroidery and integrates the Qiang embroidery into the young’s trend in a diversified way.