ONE WALK

Short List
TitleONE WALK
ClientJET' LI ONE FOUNDATION
Product / ServiceCHARITY
CategoryD01. Integrated Digital Campaign
EntrantMcCANN WORLDGROUP Hong Kong, HONG KONG
Entrant Company:McCANN WORLDGROUP Hong Kong, HONG KONG
Advertising/Web Design Agency:McCANN WORLDGROUP Hong Kong, HONG KONG
2nd Advertising/Web Design Agency:RICE 5 Hong Kong, HONG KONG

Credits

Brief Explanation

Complete a charity walk on one foot – or two fingers? Wanna be in Jet Li’s shoes? Want him as your personal messenger? Jet Li’s One Foundation held a charity walk one year after the Sichuan earthquake. But few people could participate personally. So we created innovative ways to walk – online: sharing shoes with celebrities in Sichuan. Fingers walking on phone screens. An animated relay marathon made from user photos and a “walker” character. Over 1,000,000 people participated. Some just spread the news. Some walked miles. The Walk became known throughout the country and covered by every kind of media channel.

Credits

Name Company Position
Nick Lim McCann Worldgroup (Hong Kong) Creative Consultant
Philip Lee McCann Worldgroup (Hong Kong) Creative Director
Kevin Tsang Rice 5 Creative Director
Hoi Yiu McCann Worldgroup (Hong Kong) Designer Director
Kevin Tsang Rice 5 Designer Director
Hoi Yiu/Oggy Cheng/James O McCann Worldgroup (Hong Kong) Art Director
Kevin Tsang Rice 5 Art Director
Oggy Cheng/James O McCann Worldgroup (Hong Kong) Designer
Snowman Tsang/April He/Alex Li Rice 5 Designer
Snowman Tsang/April He/Alex Li Rice 5 Animation
Eddie Lo/Benny Pang Rice 5 Application Programmer
Eddie Lo Rice 5 System Design
Eddie Lo/Gobbie Wong Rice 5 Information Architect
James Reeves/April Fang McCann Worldgroup (Hong Kong) Copywriter
Yen Lee/Clint Tsui/Jordan Cheung McCann Worldgroup (Hong Kong) Account Service
Gobbie Wong Rice 5 Account Service
Martin Tong Ogle Production Photographer
Paul Swee Studio 13 Content Production Director