THE RAINBOW PROJECT

TitleTHE RAINBOW PROJECT
ClientASIAN TIGERS
Product / ServiceMOVING COMPANY
CategoryB01. Corporate Image & Information
EntrantJWT SHANGHAI, CHINA
Entrant Company:JWT SHANGHAI, CHINA
Sales Promotion/Advertising Agency:JWT SHANGHAI, CHINA

The Brief

We are Asian Tigers, a moving company helping thousands of families move to new homes each year. We created the Rainbow Project, where we collected children’s items and deliver them to children’s welfare homes in an inspirational way. The objective was to get the public to know of our charity efforts and donate their items accordingly, on top of the donations from our moving clients.

Describe how the promotion developed from concept to implementation

We worked with engineers to create real rainbow installations and displayed them in various public venues. We delivered the impossible by creating these rainbows; it is a symbol that anything in life is possible. And our staff gave out leaflets to let people understand more about the Rainbow Project. These venues also served as our collection points.

Describe the success of the promotion with both client and consumer including some quantifiable results

The promotion was very well received by the public and they gave us their full support, making over 2800 donations in just one week. More than enough items for our first 8 visits to the children’s welfare homes.

Explain why the method of promotion was most relevant to the product or service

Most people are quite wary of public charity donation drives. So we wanted to do something a little more eye catching by creating the rainbows. And the message of conquering the impossible by creating these rainbows; as a symbol that anything in life is possible for the kids in welfare homes is a very emotional one.

Credits

Name Company Position
SheungYan Lo, Yang Yeo, Elvis Chau JWT Shanghai Executive Creative Director
Raymond Chin JWT Shanghai Creative Director
Rojana Chuasakul, Xiao Dong Zhou JWT Shanghai Art Director
Raymond Chin, Ada Hu JWT Shanghai Copywriter
Jane Zhang, Phoebe Fan, Jing Xu JWT Shanghai Agency Producer
Sylvia Cheng, Evenie Wang JWT Shanghai Client Service
Zhu Jing Jin JQK Productions Director
Raymond Lucas, Li Jing, Li Bing Xi, He Yue Lin - Producer
Duan Mu Yu Ze - Editor
Liang Le - Cameraman