| London International Awards 2012 | ||
|---|---|---|
| Radio | Branded Content | Silver Winner |
Entrant: DDB China Group, Shanghai
One Foundation - "1 Minute Song For Shower"
Corporate Name of Client: One Foundation
Agency Account Director: Steven Hua
Agency: DDB China Group, Shanghai
Chief Creative Officer: Michael Dee
Group Creative Director: Shih-yen Lee
Creative Director: Adam Wang
Associate Creative Directors: Hesky Lu/Coobe Leung/ Kurt Feng
Copywriter: Hesky Lu
Executive Agency Producer: George Ooi
Agency Producer: Eugenia Cheng
Production Company: PHENOMENA
Description of the Project
CHALLENGE China as one of 13 countries that the U.N has listed as experiencing serious water scarcity. Many public service campaigns highlight Water Scarcity, but many still have not changed their behavior. The China One Foundation wanted to find an interesting way to influence people’s water consumption habits.
INSIGHT Most people love to sing in the shower, and out of every 5 people in China, 2 do this on a daily basis.
Shower singers take longer, waste more water than those who do not sing.
CREATIVE SOLUTION A song is usually about 4 minutes long, so we purposely composed a 1 minute song for The China One Foundation to launch. By reducing the length of the song, people would reduce the length of their showers. More impact to water saving, with less impact to people’s habits
RESULT: Over 20,000 Chinese people downloaded the 1 minute Shower Song. Over 5,000 participated and uploaded their own Shower Song performances. More than 30,000 Weibo users (China’s largest microblog community) committed to supporting this movement. Unexpectedly, the campaign also received over 200 new Shower Songs created by the public, of which 10 best songs have been selected and now form The Shower Songs Album.