Title | ONE WALK |
Brand | JET' LI ONE FOUNDATION |
Product / Service | CHARITY |
Category | D01. Integrated Digital Campaign |
Entrant | McCANN 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 |
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 |
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.