| Title | PENNY |
| Brand | SAVOEY SEAFOOD RESTAURANT |
| Product / Service | HELP HAITI APPEAL |
| Category | B04. Bar & Restaurants etc. |
| Entrant | JWT BANGKOK, THAILAND |
| Entrant Company: | JWT BANGKOK, THAILAND |
| Advertising Agency: | JWT BANGKOK, THAILAND |
Credits | |
| Chief Creative Officer | Pinit Chantaprateep |
| Executive Creative Director | Pinit Chantaprateep |
| Creative Director | Warawut Kaennakham/Kittiphan Palmoke |
| Copywriter | Warawut Kaennakham/Littichai Panitjaroen |
| Advertiser's Supervisor | Chantima Thampirak |
| Account Supervisor | Peeravit Pansuwan |
| Producer | Supatra Asawateppitak |
| Art Director | Kittiphan Palmoke/Peeravit Pansuwan |
| Illustrator | Chamni's Studio |
| Photographer | Chatchai Chaiterdsiri |
Objective: Savoey Restaurant wants to persuade Thai people to give contribution to Haiti people via all Savoey branches. Execution: Because restaurant is a place where people get together to dine. So to create an emotional strategy that can motivate people to think about the hunger of Haiti victims. The best channel to communicate this message is the bill-collect tray which the changes are put on. When customer takes away his/her changes, he/she will find a penny left on the tray, this penny is adhered on the tray by magnet. The coin which is stuck on tray will attract the customer's eyes with a picture of Haiti kid who asks for help.
Headline: Help Haiti.