TEENAGE DONATION - WE ARE STRONG

TitleTEENAGE DONATION - WE ARE STRONG
ClientKOREAN COMMITTEE FOR UNICEF
Product / ServiceTEENAGE DONATION CAMPAIGN
EntrantMcCANN WORLDGROUP KOREA Seoul, SOUTH KOREA
Entrant Company McCANN WORLDGROUP KOREA Seoul, SOUTH KOREA
Advertising Agency McCANN WORLDGROUP KOREA Seoul, SOUTH KOREA

The Campaign

The idea behind UNICEF ‘Teenage Donation Campaign - We are Strong’ is to share the joy of donation with teenagers through the world’s biggest birthday party. Korea’s teenagers often consider their lives hard and unhappy not knowing their happiness. It’s because they are not aware of the fact that millions of children around the world cannot even dream for their future, suffering from hunger and unfair labor. Therefore, the campaign was designed to experience and deliver happy energy to those who are in need of our help around the world.

Success of the Campaign

From the very beginning of ‘Teenage Donatino Campaign - We are Strong’, UNICEF had the power of encouraging continuous participation. In particular, it changed the profile of teenage participants. Teenage participants could experience new and fresh donating culture and those who like idols could have meaningful time with Infinite. To them, expressing their personalities and getting involved in such campaign almost became like a new trend. This campaign successfully shared the joy of donation with teenagers and with such positive result, we are hoping to see them building donating habits even when they are in 20s and 30s.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

To appeal UNICEF’s ‘Teenage Donation Campaign - We are Strong’ in a friendly way, Korea’s representative idol ‘Infinite’ participated as guarantee. As soon as the campaign started, UNICEF released teaser video in music video format and later on they completed the music video with teenagers who participated in donation. Moreover, in order to help understanding of donating items, Infinte’s each member created emblems and carried out posters and viral video. Besides this, Infinite visited schools and installed photo zones and rapped class doors. With such surprise events, they enabled people to experience and enjoy the campaign.

Credits

Name Company Position
Namgil Kim Mccann Korea Senior Producer
Sangyoun Kim Mccann Korea Senior Producer
Sungsim Lee Mccann Korea Art Director
Youngchul Park Mccann Korea Art Director
Eunyoung Choi Mccann Korea Copywriter
Yoonyoung Lee Mccann Korea Copywriter
Yongbeom Shin Mccann Korea Creative Director
Junghyun Ashley Shon Mccann Korea Vp/Executive Creative Director