Title | BOWLS FOR HUMANITY |
Brand | PADIBERAS NASIONAL BERHAD |
Product / Service | RICE FOR ORPHANS |
Category | B01. Corporate Information |
Entrant | OGILVY & MATHER MALAYSIA Kuala Lumpur, MALAYSIA |
Entrant Company: | OGILVY & MATHER MALAYSIA Kuala Lumpur, MALAYSIA |
DM/Advertising Agency: | OGILVY & MATHER MALAYSIA Kuala Lumpur, MALAYSIA |
Name | Company | Position |
---|---|---|
Gavin Simpson | Ogilvy Malaysia | Chief Creative Officer |
Gavin Simpson | Ogilvy Malaysia | Creative Director |
Tan Chee Keong | Ogilvy Malaysia | Creative Director |
Lee Siew Tin | Ogilvy Malaysia | Creative Director |
Jarrod Reginald | Ogilvy Malaysia | Art Director |
Tan Chee Keong | Ogilvy Malaysia | Art Director |
Yee Wai Khuen | Ogilvy Malaysia | Art Director |
Ch'ng Kar Khuan | Ogilvy Malaysia | Art Director |
Michelle Lim | Ogilvy Malaysia | Copywriter |
Gavin Simpson | Ogilvy Malaysia | Copywriter |
Adam Chan | Ogilvy Malaysia | Copywriter |
Donevan Chew | Ogilvy Malaysia | Copywriter |
Wong Tjun Jen | Ogilvy Malaysia | Copywriter |
Lian Ee Wern | Ogilvy Malaysia | Designer |
Tan Yee Shin | Ogilvy Malaysia | Illustrator |
Eric Yan | Ogilvy Malaysia | Agency Producer |
Loo Seng Tuck | Ogilvy Malaysia | Agency Producer |
Arvind Srivastava | Ogilvy Malaysia | Group Strategic Planning Director |
Al Isaac | Superwonderful Films Sdn Bhd | Director |
Sunita Petrus | Superwonderful Films | Producer |
The Bernas Bowls for Humanity cause was a pledge from Bernas to give a portion of every pack of rice purchased, to orphans in need. To create the easiest possible way for people to donate rice, Bernas tied up with several restaurants and gave diners the chance to donate by simply ordering a special bowl of rice. Every time one was ordered, a donation was made on their behalf.
Perfectly positioned to garner donations and publicity, Bowls for Humanity’s special half-bowl made giving to the cause the easiest decision to make. Striking diners in this relevant and important moment helped to contribute funds for the cause, as well as made the goodwill Bernas was doing, the topic of many dinner conversations.
Bowls for Humanity aimed to reach every single Malaysian who ate rice – to contribute to the cause. The average Malaysian eats out 5 nights out of every week, so the frequency at which they were exposed the campaign reached an all-time high on ground. Strategically targeting people as they enjoyed a meal of their own, evoked an emotional response and prompted over 89,000 special bowls to be donated.
The response from restaurants and diners alike was phenomenal. People loved how easy Bernas had made it for them to donate to Bowls for Humanity, and were happy to keep contributing every time they ate out. 8out of 10 diners posted a picture of their special bowl on a social media site, garnering further publicity for Bowls for Humanity across Facebook, Twitter, Instagram and Path. This simple bowl opened a host of creative responses and brought the campaign right into people’s everyday lives, and meals.