| Title | JET LI AS YOUR PERSONAL MESSENGER |
| Brand | JET LI ONE FOUNDATION |
| Product / Service | CHARITY |
| Category | C03. Interactive Tools & Applications, including mobile advertising |
| 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 |
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 |
| April Fang/James Reeves | 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 |
What if Jet Li was your messenger and helped you and others deliver personal messages? What if other stars could deliver our messages to the user “in person”? Jet Li’s One Foundation held a charity walk on the first anniversary of the Sichuan Earthquake to raise funds for the cause. To promote the event we wanted to bring as many people to the website as possible, in a cost-effective way. We created messaging tools. Jet Li and other stars became users’ messengers, delivering their personal messages to their friends. Through these "Star Messenger" emails, blog stickers, MSN icons and screensavers, users helped us tell the world about the walk.