MILLION DOLLAR PROJECT

Spike
TitleMILLION DOLLAR PROJECT
ClientL'OREAL CHINA
Product / ServiceL'OREAL CENTENARY CAMPAIGN
CategoryA01. Corporate Information
EntrantOGILVY SHANGHAI, CHINA
Entrant Company:OGILVY SHANGHAI, CHINA
Advertising/Web Design Agency:OGILVY SHANGHAI, CHINA

Credits

Brief Explanation

L’Oreal celebrated its 100th anniversary in China by launching a “Million Dollar Project,” donating one million dollars to help create jobs. We created a supporting online campaign through a destination site, popular Chinese portals Yoka, Baidu and Xiaonei, asking China’s netizens to do a million small good deeds. Choosing from 25 pre-suggested good deeds such as “get your co-worker a glass of water,” “ don’t drive for 3 days,” users can share with friends and collect hearts. The campaign was widely popular with users, bloggers and key opinion leaders. In just 8 days, 1 million good deeds were done.

Credits

Name Company Position
Natalie Lam Ogilvy One Shanghai Executive Creative Director
Kama Zhang Ogilvy One Shanghai Art Director
Natalie Lam Ogilvy One Shanghai Art Director
Marcus Zhu Ogilvy One Shanghai Copywriter
Jason Liu Ogilvy One Shanghai Account Manager
Keira Tao Ogilvy One Shanghai Account Executive