The Brief

We targeted old and new customers, but specifically customers on motorcycles. In Vietnam there are over 25 million motorcycles on the road. The majority of these motorcyclists wear facemasks made of cloth as protection from pollution. These facemasks are very cheap so they are often replaced and often discarded on the side of the road. LG wanted its consumers to know that it delivers on its motto of Life's Good by collecting used facemasks from these motorcyclists, and turning these facemasks into something useful for the other half of society.

Creative Execution

We used laundry baskets on the streets to collect the used facemasks, encouraging people to recycle. We used our innovative LG washing machines with allergy-care function to clean all those donated facemasks. LG used its products to demonstrate how life can be good with its innovation. Only when the facemasks are clean, we passed them to our contracted seamstresses to make the most colorful quilts for the underprivileged.

Describe the creative solution to the brief/objective.

The facemasks are made of cloth, are lined, and they come in small pieces which made them perfect to be sewn together as a quilt. So LG not only stopped perfectly good facemasks to be thrown away, but also saved them to be reused as quilts for those less fortunate. This proved that Life's good is also about seeing the good in things when others see only the negative.

Results

75% of people we approached donated on the spot. 68% of people donated more than once. The latter also included facemasks from their family members.We exceeded our weekly quota by an average of 40%. Labor cost for one quilt was USD12. So we spent just a small sum to make a big difference. We gave our first round of quilts to orphanages in Ho Chi Minh city. This is a year-long program so the more facemasks we collect, the more quilts will be donated. We save the environment, provide employment and provide to those in need.