AMOUNT OF WATER TO SAVE A CHILD

TitleAMOUNT OF WATER TO SAVE A CHILD
BrandUNICEF
Product / ServiceDONATION PLAN
CategoryA05. Alternative Media
EntrantCHEIL WORLDWIDE Seoul, KOREA
Entrant Company:CHEIL WORLDWIDE Seoul, KOREA
DM/Advertising Agency:CHEIL WORLDWIDE Seoul, KOREA

Credits

Credits

Name Company Position
Youna Chung Cheil Worldwide Art Director
Misu Yi Cheil Worldwide Copywriter
Yeonjoo Lee Cheil Worldwide Art Director
Yubin Bang Cheil Worldwide Art Director

The Brief

Creating a unique donation plan for Koreans to support the Countries where children suffer from lack of water.

Creative Execution

Before serving, the waiters provided the compressed towel together with a small bowl for visitors to clean their hands. The waiters poured water on the towel, enabling people to see the hidden drawing and message printed on the towel, They then realize that the bowl that originally held the towel also bears a message that encourages people to donate coins to help solve the clean water deficiency problem in Africa.

Describe the creative solution to the brief/objective.

Make people realize the severity of lack of water in Africa using a special type of water towel. A drawing of African children who are relieving their thirst with small amount of water is printed on a special towel, together with a message from UNICEF. The towel is compressed into a little ball, which comes back into shape when water is poured on it. This special towel was given out to popular restaurants

Results

This campaign generated much interest in the fundraising cause, leading to a substantial increase on visits and pageviews in the related UNICEF website, As a result, the campaign term was extended for two months and participating restaurants increased to a total of 30.