| Title | DONATION TOY |
| Brand | STICKY MONSTER LAB |
| Product / Service | FIGURE |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Entrant Company | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Advertising Agency | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Hochul Joo | Audio Lab | Sound Designer |
| Sanghun Back | D.o.p | |
| Inkyu Hwang | Love/Money | Assistant Director |
| Hangi Ko | Love/Money | Director |
| Dongwook Yoon | Planit Production | Producer |
| Hojun Roh | Planit Production | Executive Producer |
| Inae | Sticky Monster Lab | Figure Designer |
| Boo | Sticky Monster Lab | Designer |
| Fla | Sticky Monster Lab | Designer |
| Bumsu Park | Innocean Worldwide | Agency Producer |
| Jaeseok Lee | Innocean Worldwide | Art Director |
| Minhae Kim | Innocean Worldwide | Copywriter |
| Dongjin Kim | Innocean Worldwide | Art Director |
| Hyosung Jung | Innocean Worldwide | Art Director |
| Munjae Won | Innocean Worldwide | Copywriter |
| Sungryong Lim | Innocean Worldwide | Art Director |
| Hoyoung Kim | Innocean Worldwide | Copywriter |
| Hyejin Won | Innocean Worldwide | Creative Director |
| Jeongseok Han | Innocean Worldwide | Chief Creative Officer |
The result was something of a surprise. 95% of the customers chose to pay more for a special leg and love this unique toy. And the donation toy was sold out in just 4 days. At the moment of donation, people enjoy the fun of choosing a toy. Collecting various special editions offers a special opportunity to collect various types of donation. 95% of the participants agreed that ‘donating can be easy and fun’ and 90% stated they would like to donate in the future through another donation toy.
We came up with new special limited toys. We wanted the product would be a message itself, not adding donating message in the product. That’s why we made a toy without one leg. These are introduced during the launching show. At the show, people found out the toys lack a leg! First, people were shocked and confused. However soon people realize the limited editions were created to aid the 40 million children suffering from civil wars. In the toy box, inserts card was put and explains about the unique donation process. An additional payment for purchasing a special leg goes to donation. (If you choose not to donate, you simply receive an original leg.) All proceeds from the sale of donation toy are donated to children's charities.
Young people in Korea love unique collectable toys. Especially Sticky Monster Lab (SML), collectable toys are famous. Some limited editions are sold out as soon as the product released. But our client, SML, desires to do their duty for society beyond the profit. Yet, they want to do it without boring and serious way to keep their brand image as Hip and Young. At the same time, to impress the young generation who considers donation as serious and difficult act. This campaign was designed for them. We change the perception of the young generation to believe: Donating can be easy and fun. We create fun and easy donating culture by using toys so young people easily can take part in. The campaign collaborate the fever for toys to donating war child. By using special toys, which has one leg, we connected donation and young generation culture.