| Title | CANS |
| Brand | CHILDHOPE ASIA PHILIPPINES |
| Product / Service | STREET CHILDREN CHARITY |
| Category | B06. Other |
| Entrant | BBDO GUERRERO/PROXIMITY PHILIPPINES Makati City, THE PHILIPPINES |
| Entrant Company: | BBDO GUERRERO/PROXIMITY PHILIPPINES Makati City, THE PHILIPPINES |
| Design/Advertising Agency: | BBDO GUERRERO/PROXIMITY PHILIPPINES Makati City, THE PHILIPPINES |
Credits | |
| Name | Company | Position |
|---|---|---|
| David Guerrero | BBDO Guerrero/Proximity Philippines | Chairman/Chief Creative Officer |
| Simon Welsh | BBDO Guerrero/Proximity Philippines | Executive Creative Director |
| Joel Limchoc | BBDO Guerrero/Proximity Philippines | Executive Creative Director |
| Al Salvador | BBDO Guerrero/Proximity Philippines | Print Producer |
| Teresita Silva | Childhope Asia Philippines | Executive Director |
| Lynne Esguerra | BBDO Guerrero/Proximity Philippines | Account Director |
The objective was to raise money for Childhope by convincing people that their donations made a real difference to street children.
Childhope Asia provides food, shelter and education to the Philippines’ 200,000 street children. We were tasked to help them raise money.
We didn't want to just adapt a poster and use it as the design. We wanted something that could only work as a can. To use the can itself as part of the design. So we came up with a design that visually interacts with the giver as they make their donation, showing the difference they are making to a street child's life.
This mailing was part of a campaign that has raised well over $100,000 and has been awarded one of only ten Golds worldwide at the New York Advertising Marketing Effectiveness Awards. After follow-up phone calls, 100% of recipients have pledged to return a full can.