Crown Relocations: GIFT BOX

Credits & Description:

Type of entry: Product & Service
Category: Charities
Advertiser: THE SALVATION ARMY, CROWN RELOCATIONS
Product/Service: RE-CYCLING
Agency: LEO BURNETT HONG KONG, HONG KONG

Client: THE SALVATION ARMY, CROWN RELOCATIONS
Product: RE-CYCLING
Entrant: LEO BURNETT HONG KONG, HONG KONG
Type of Entry: Product & Service
Category: Charities
Entrant Company : LEO BURNETT HONG KONG, HONG KONG
Advertising Agency : LEO BURNETT HONG KONG, HONG KONG

Chief Creative Officer: Connie Lo (Leo Burnett/Hong Kong)
Executive Creative Director: Brian Ma (Leo Burnett/Hong Kong)
Executive Creative Director: Alfred Wong (Leo Burnett/Hong Kong)
Creative Director/Art Director: May Chan (Leo Burnett/Hong Kong)
Creative Director/Copywriter: Fanny Lau (Leo Burnett/Hong Kong)
Art Director: Daniel Lo (Leo Burnett/Hong Kong)
Brand Director: David Wei (Leo Burnett/Hong Kong)
Brand Manager: Samson Tsang (Leo Burnett/Hong Kong)
Brand Executive: Priscilla Liu (Leo Burnett/Hong Kong)
Planner: Audrey Chee (Leo Burnett/Hong Kong)
Photographer: Ricky Wong ()
Computer Retoucher: Henry Chan ()

Describe the brief from the client:
Salvation Army has been serving Hong Kong for over 80 years, with its recycling program as one of the key services. The program donates goods and re-sells them with profits directly going towards people who need them. But Hong Kong people’s busy lives makes the act of packing and taking the goods to donate by themselves a burden. That’s why people tend to throw things away, lowering the recycling rate and creating huge wastage.

Seeing this situation, Salvation Army wanted to help make the act of donating easier.

Creative Execution:
Hong Kong's people relocate quite frequently, which gives us a good opportunity to promote the initiative. With a small design change on the boxes, we altered the way donations are made. It also creates convenience for consumers as they no longer need to bring their belongings to recycle centers by themselves. Moreover, because the design file is downloadable online, logistic companies can be invited to participate easily and bring this new way of recycling all over Hong Kong.

Creative Solution to the Brief/Objective:
We collaborated with Crown Logistic in creating the “Gift Box” idea. We printed two different designs with the words “Keep” and “Gift” on traditional moving boxes. When you pack, you put the things you want to keep in the box and fold the cover to the Keep side. These boxes are delivered to your new address. If you fold the cover to the Gift side, this means that the things within are for donation. Those boxes will be delivered to Salvation Army.

Other logistic companies can download the design file from our website.

Results:
The idea was successfully delivered all over Hong Kong. The recycling rate increased 40%. An extra 30% low-income families received donated goods. The program generated about 1 million worth of free publicity for the Salvation Army.
More importantly, this is only our first step. Other logistic companies have already shown interest to participate in this recycle program, illustrating that with just one small design change, we make a big change on people’s life.