ONE WALK

The Flash Media Player is required to view this content.
TitleONE WALK
BrandJET' LI ONE FOUNDATION
Product / ServiceCHARITY
CategoryB05. Public Service, Charity & Fund Raising
EntrantMcCANN WORLDGROUP Hong Kong, HONG KONG
Entrant Company:McCANN WORLDGROUP Hong Kong, HONG KONG
DM/Advertising Agency:McCANN WORLDGROUP Hong Kong, HONG KONG

Credits

Credits

Name Company Position
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

The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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...

Results

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.