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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

2010 Direct & Sales Promotion

UMBRELLA BAGS

Short List
ClientTHE LOTUS LIGHT CHARITY SOCIETY (HONG KONG)
CategoryB04. Public Service, Charity & Fund Raising
TitleUMBRELLA BAGS
Product/ServiceRELIEF DROUGHT PROGRAM IN CHINA
Entrant Company:GREY HONG KONG, HONG KONG
DM/Advertising Agency:GREY HONG KONG, HONG KONG
Credits
Name Company Position
Keith Ho Grey Hong Kong Executive Creative Director
Ray Lam Grey Hong Kong Creative Director
Keith Lo Grey Hong Kong Creative Director
Joshua Wong Grey Hong Kong Copywriter
Tony Chan Grey Hong Kong Senior Copywriter
Ciff Luk Grey Hong Kong Art Director / Illustrator
John Lo Grey Hong Kong TV Producer
Wong Ying Ying Grey Hong Kong Assistant TV Producer
Ken Yau Grey Hong Kong Production Manager
Erica Ho Grey Hong Kong Group Account Director
Bonnie Chan Grey Hong Kong Associate Account Director

Describe the brief from the client:

Northwest China is one of the driest regions in the world and drinking water comes predominantly from the small amount of rainwater collected in water cellars. On the other hand, many people in Hong Kong take their clean water supply for granted. Our aim, therefore, was to raise awareness on this problem and encourage the people in Hong Kong to help by donating. We wanted to use an innovative media where people were close to water but never paid attention to it.

Creative Execution:

Hong Kong has a varied climate, and is surrounded by water, so people rarely pay attention to the problem of water shortage. By placing umbrella bags in malls, shoppers will definitely use them during rainy days, also shoppers are more likely to part with their money to help.

Describe the creative solution to the brief/objective.

We created plastic umbrella bags and placed them in shopping malls all around Hong Kong. When it rained, they were guaranteed to be used. And with the people prepared to spend money on their shopping, they were more likely to donate. With a picture of a glass on the bottom, it looked like the rainwater was filling it up. This helped to convey our message that even a few drops of precious rainwater makes a thirst-quenching drink in Northwest China.

Describe the results in as much detail as possible.

Passers-by used the bags on rainy days and a lot of them were kind enough to make donations. Some people even took a few to give to their friends and family to help spread the message. Donations increased enough to build more than 5,300 water cellars in 2009.