Title | TEENAGE DONATION - WE ARE STRONG |
Brand | KOREAN COMMITTEE FOR UNICEF |
Product / Service | TEENAGE DONATION CAMPAIGN |
Entrant | McCANN WORLDGROUP KOREA Seoul, SOUTH KOREA |
Entrant Company | McCANN WORLDGROUP KOREA Seoul, SOUTH KOREA |
Advertising Agency | McCANN WORLDGROUP KOREA Seoul, SOUTH KOREA |
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 |
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.
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.
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.