Title | HOLD A LIFE |
Brand | UNICEF |
Product / Service | UNICEF |
Category | A04. Ambient/Alternative Media |
Entrant | DAEHONG COMMUNICATIONS Seoul, SOUTH KOREA |
Entrant Company | DAEHONG COMMUNICATIONS Seoul, SOUTH KOREA |
Advertising Agency | DAEHONG COMMUNICATIONS Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Minjung Kim | Yond Pictures | Planner |
Eunji Lee | Yond Pictures | Art Director |
Yongho Lee | Yond Pictures | Producer |
Sunyoung Lee | Yond Pictures | Dop |
Yoonsoo Jo | Yond Pictures | Director |
Joonhyun Kim | Mobizap | Creative Designer |
Juyoung Yang | Mobizap | Junior Consultant |
Dudo Yang | Mobizap | Senior Consultant |
Yickhyun Kim | Mobizap | Consulting Director |
Jinwoo Chu | Daehong Communications | Art Director |
Hyejin Park | Daehong Communications | Art Director |
Iljin Ko | Daehong Communications | Digital Planner |
Jihyun Im | Daehong Communications | Art Director |
Gunwoong Choi | Daehong Communications | Art Director |
Jungmin Ha | Daehong Communications | Copy Writer |
Jiyoung Jun | Daehong Communications | Creative Director |
Sunmi Park | Daehong Communications | Chef Creative Director |
Everyone knows that children in Africa are dying from starvation. However, there are not that many people who actually help those children. This campaign was planned to show people that every five seconds a child in Africa dies from starvation and to allow those who recognize the severity of the situation to give a donation on the spot.
We suspended thousands of balloons on which the faces of the African children were drawn. Whenever every five seconds passed by on the clock hung on the outer wall of the booth, we untied a balloon to float away to make it seem like a single life was let go of. Those who felt pity for the children voluntarily gave donations and personally held on to the balloon to keep it from floating away. We also conducted balloon catching games in real-time on our web site which was accessible through the QR code.
We used balloons floating away into the air to represent the children in Africa dying from starvation. We encouraged people to naturally participate in giving donations and allowed people to personally hold on to the balloons as they were let go to float away.
During the campaign, participants that gathered around the booth held on to about 2,000 balloons. Also, about 20,000 participants were recorded to have participated through the web site. The donation amount of 30 million won was delivered to the children through UNICEF. Further, this campaign became widely known to more people through newspaper articles and SNS postings. Now, we are preparing for the second campaign.