The Brief

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

Describe how the promotion developed from concept to implementation

The campaign is called “Giving Forward”. The idea was to turn your ordinary cake box into a special gift box for someone else with three simple steps. 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.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

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”.