| Title | CEO BUS POOL |
| Brand | CEPF |
| Product / Service | PUBLIC SERVICE |
| Category | B04. Public Service, Charity & Fund Raising |
| Entrant | JWT SHANGHAI, CHINA |
| Entrant Company: | JWT SHANGHAI, CHINA |
| Sales Promotion/Advertising Agency: | JWT SHANGHAI, CHINA |
| Name | Position |
|---|---|
| Yang Yeo, Elvis Chau | Executive Creative Director |
| Terence Leong | Creative Director |
| Daisy Zheng, Simon Yu | Art Director |
| Terence Leong | Copywriter |
| Phoebe Fan, Jasmine Ruan, Jane Zhang | Agency Producer |
| Judy Zhang, Betty Tsai | Client Service |
| Autumn Films | Production House |
| Terence Leong | Director |
| Jacky Xiang, Bobo Cai | Producer |
| Lu Liu | Editor |
| MOTO | Cameraman |
| Tommy, Autumn Films | Music Production Company |
China is responsible for 22.3% of the world’s total CO2 emission. In major cities, company-owned cars are one of the many contributors. The objective of the campaign was to reduce the amount of CO2 emissions discharged by company-owned cars. It was impossible to talk to everyone in China, so we targeted the leaders CEOs and heads of corporations to be specific. We promoted this activity to CEOs and heads of corporations.
China has a hierarchy culture. Which means company heads and CEOs have great influence on their employees and the industry. The concept was to device a campaign that will have a snowball effect and get the industry to pick up on a trend. We created the “Green Class Bus”. A CEO bus pool that gave company heads and CEOs the opportunity to network, meet new prospects, get PR, do their part for the environment and get to work on time. The implementation was an event bus and we invited CEOs and heads of organizations to participate in.
This pilot project was well received by the attendees, which included the Chairman of the Belgium Chamber of Commerce and the General Manager of the Hong Kong Chamber of Commerce in China. They are requesting for more of such events and they’re promoting it other members in their society. There’s now a waiting list for the next Green Class Bus event. The China Environmental Protection Foundation is currently planning to expand and make this a regular event in 12 other major cities in China.
1. The China Environmental Protection Foundation is all about making China a cleaner and better place to live in. This promotion helps them to reduce CO2 emissions. 2. This promotion also helps them build and spread the “green culture” nation-wide, especially in industry circles. 3. This is a promotion that is easily adoptable by other organizations in China and all over the world.