Title | ONE WALK |
Brand | JET LI ONE FOUNDATION |
Product / Service | CHARITY |
Entrant | McCANN WORLDGROUP Hong Kong, HONG KONG |
Entrant Company: | McCANN WORLDGROUP Hong Kong, HONG KONG |
Advertising Agency: | McCANN WORLDGROUP Hong Kong, HONG KONG |
Credits |
Name | Company | Position |
---|---|---|
Spencer Wong | Mccann Worldgroup (hong Kong) | Executive Creative Director |
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 Ltd. | Design Director |
Hoi Yiu/Oggy Cheng/James O | Mccann Worldgroup (hong Kong) | Art Director |
Oggy Cheng/James O | Mccann Worldgroup (hong Kong) | Designer |
Snowman Tsang/April He/Alex Li | Rice 5 Ltd. | Designer |
Snowman Tsang/April He/Alex Li | Rice 5 Ltd. | Animation |
Eddie Lo/Benny Pang | Rice 5 Ltd. | Application Programmer |
Rex Chan | Rice 5 Ltd. | Multimedia Programmer |
Eddie Lo | Rice 5 Ltd. | System Design |
Eddie Lo/Gobbie Wong | Rice 5 Ltd. | Information Architect |
James Reeves/April Fang | Mccann Worldgroup (hong Kong) | Copywriter |
Yen Lee/Clint Tsui/Jordan Cheung | Mccann Worldgroup (hong Kong) | Customer Service |
Gobbie Wong | Rice 5 Ltd. | Customer Service |
Martin Tong | Ogle Production | Photographer |
Can you imagine people using just one foot, or two fingers, to join a charity walk? How does it feel to be in Jet Li's shoes? What if Jet Li was your messenger and helped you deliver a very personal message? And what if you could use all these to help rebuild Sichuan after the 2008 Earthquake? Jet Li’s One Foundation held a charity walk on the first anniversary of the Sichuan Earthquake to raise funds for the cause. However, not everyone could afford to participate in person. 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... etc.
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.
Implementation: Months before the walk, a suite of messaging tools was launched for people to use and help spread the news. After that we launched a celebrity charity shoe auction where people could share a pair of shoes with celebrity walkers to give people a sense of participation. Just weeks before the walk we launched a virtual walking game so that everyone could join the walk even if they could not be in Sichuan. After the walk we launched an online relay to keep the momentum and spirit strong throughout the year.