|Brand||JET' LI ONE FOUNDATION|
|Product / Service||CHARITY|
|Category||B05. Public Service, Charity & Fund Raising|
|Entrant||McCANN WORLDGROUP Hong Kong, HONG KONG|
|Entrant Company:||McCANN WORLDGROUP Hong Kong, HONG KONG|
|DM/Advertising Agency:||McCANN WORLDGROUP Hong Kong, HONG KONG|
|Nick Lim||Mccann Worldgroup (Hong Kong)||Creative Consultant|
|Philip Lee||Mccann Worldgroup (Hong Kong)||Creative Director|
|Hoi Yiu||Mccann Worldgroup (Hong Kong)||Design Director|
|Kevin Tsang||Rice 5||Design Director|
|Hoi Yiu/Oggy Cheng/James O||Mccann Worldgroup (Hong Kong)||Art Director|
|James Reeves/April Fang||Mccann Worldgroup (Hong Kong)||Copywriter|
|Martin Tong||Ogle Production||Photographer|
|Snowman Tsang/Aprilhe/Alex||Rice 5||Animation|
|Eddie Lo/Benny Pang||Rice 5||Application Programmer|
|Rex Chan||Rice 5||Multimedia Programmer|
|Eddie Lo||Rice 5||System Design|
|Eddie Lo/Gobbie Wong||Rice 5||Information Architect|
|Yen Lee||Mccann Worldgroup (Hong Kong)||Business Director|
|Clint Tsui||Mccann Worldgroup (Hong Kong)||Account Director|
|Jordan Cheung||Mccann Worldgroup (Hong Kong)||Account Manager|
|Paul Swee||Studio 13||Content Production Director|
Background: Jet Li’s One Foundation held a charity walk on the first anniversary of the Sichuan Earthquake to raise funds for the cause. Our Task: Keep the momentum and spirit strong long after the walk had been completed.
Relevancy: This website is highly relevant to the brand and the event, because One Foundation is all about gathering the power of different individuals together to make a difference.
We created different innovative and fun ways to walk virtually. Sharing a pair of shoes with celebrities who were walking in Sichuan. Fingers walking on mobile phone keypads till they meet the celebrities along the way. Animated walking by shooting a walking character to create the longest ever walking animation...
Over a million people participated. Some simply helped us spread the news. Some walked miles and miles, virtually. The Walk became known throughout the country and covered by every kind of media channel.