The Brief

In the highlands of western China, one in every 100 children suffers from congenital heart diseases. Ronald McDonald House Charity wanted to raise money so that the sick children can receive life-saving operations.

Creative Execution

We collected a hug from each of the children. These hugs were then auctioned during a charity dinner, and personally delivered to the winning bidders. All proceeds were donated towards operations for the kids.

Describe the creative solution to the brief/objective.

We wanted donors to really feel the sick children's heartfelt thanks at the moment of donation, so to encourage even more people to donate. Due to the fact that the sick children are in XiNing while the donors are in Shanghai, the objective is to conquer the distance of thousands of miles, and physically connect the two.

Results

8 hugs from 8 children were auctioned for a total of RMB80,000. This is enough for 3 operations that will save 3 lives.