GIVING FORWARD

TitleGIVING FORWARD
BrandPARIS BAGUETTE / HANJIN TRANSPORTATION
Product / ServicePARIS BAGUETTE CAKE / HANJIN LOGISTICS
CategoryB03. Corporate Reputation
EntrantHS AD Seoul, SOUTH KOREA
Entrant Company HS AD Seoul, SOUTH KOREA
Advertising Agency HS AD Seoul, SOUTH KOREA

Credits

Name Company Position
Kim Dong Hyun Hs Ad Art Director
Lee Jeong Seok Mercury Visual Effects Supervisor
Lee Jeong Woo Tokkaebi Sound Designer
Kim Yeong Rong Tokkaebi Sound Editor
Choi Jang Hwan Mtcom Designer
Kim Gyeong Hyeon Nega Green Girin Greem Gaffer
Hong Yeong Pyo Nega Green Girin Greem Assistant Director Of Photography
Lee Gye O Nega Green Girin Greem Director Of Photography
Lim Min Cheol Nega Green Girin Greem Assistant Director
Kang Jeong Seok Nega Green Girin Greem Director
Sim Eui Seop Hs Ad Account Planner
Park Mi Ryeong Hs Ad Assistant Art Director
Lee Jung Sil Hs Ad Copywriter
Choi So Jung Hs Ad Copywriter
Lee Ji Young Hs Ad Digital Executive
Kim So Hee Hs Ad Account Executive
Park Hyung Tae Hs Ad Account Executive
Lee Hyo Ryong Hs Ad Creative Director
Prior Stephen Graham Hs Ad Executive Creative Director
Bo Hwang Hs Ad Chief Creative Officer

The Campaign

Birthdays are a time of celebration. And every child looks forward to opening up the presents on that day. But there are less fortunate kids who aren’t able to receive gifts from their loved ones. So, Paris Baguette and Hanjin Logistics joined together to begin a heartwarming donation campaign that allows you to share the birthday joy by turning your ordinary cake box into a special gift box for someone else… It’s called “Giving Forward”

The Brief

Paris Baguette and Hanjin Logistics wanted to begin a campaign that allows you to share the birthday joy with orphans.

Results

23% of people who purchased Paris Baguette's cakes shared their birthday through "Giving Forward". In total, more than 1180 gifts were donated. Giving Forward is much more than just donating, it’s about sharing love.

Execution

The campaign is called “Giving Forward”. Step 1. Write your message on the provided sticker and put your gift in the empty cake box. Step 2. Call Hanjin Logistics to have it picked up free of charge. Step 3. Then the gift box is delivered directly to an orphanage.

The Situation

Most kids receive a present on their birthday from mom and dad, but not every child can. There are less fortunate kids who aren’t able to receive gifts from their loved ones.

The Strategy

The idea was to turn your ordinary cake box into a special gift box for someone else