GIFT BOX

Bronze Spike

Case Film

Presentation Board

TitleGIFT BOX
ClientTHE SALVATION ARMY, CROWN RELOCATIONS
Product / ServiceRE-CYCLING
CategoryA06. Promotional Items
EntrantLEO BURNETT HONG KONG, HONG KONG
Entrant Company LEO BURNETT HONG KONG, HONG KONG
Advertising Agency LEO BURNETT HONG KONG, HONG KONG

Brief Explanation

If you want to donate, goods must be delivered to the collection point by yourself. But Hong Kong people’s busy lives makes the act of packing and taking the goods to donate by themselves a burden, and they become too lazy to actually do it. That’s why people tend to throw things away, lowering the recycling rate and creating huge wastage. In Hong Kong, we throw away 217 metric ton of fabric waste on average every day, amounting to about 1 million clothing items. Seeing this situation, Salvation Army wanted to help make the act of donating easier.

The Brief

Salvation Army has been serving Hong Kong for over 80 years, with its recycling program as one of the key services. The program donates goods and re-sells them with profits directly going towards people who need them. However, in recent years, the rate of donations has been dropping.

How the final design was conceived

Hong Kong people relocate quite frequently. We collaborated with Crown Logistic in creating the “Gift Box” idea. We printed two different designs with the words “Keep” and “Gift” on traditional moving boxes. When you pack, you put the things you want to keep in the box and fold the cover to the Keep side. These boxes are delivered to your new address. If you fold the cover to the Gift side, this means that the things within are for donation. Those boxes will be delivered to Salvation Army. Other logistic companies can download the design file from our website.

Indication of how successful the outcome was in the market

The idea was successfully delivered all over Hong Kong. The recycling rate increased 40%. An extra 30% low-income families received donated goods. The program generated about 1 million worth of free publicity for the Salvation Army. More importantly, this is only our first step. Other logistic companies have already shown interest to participate in this recycle program, illustrating that with just one small design change, we make a big change on people’s life.

Credits

Name Company Position
Connie Lo Leo Burnett/Hong Kong Chief Creative Officer
Brian Ma Leo Burnett/Hong Kong Executive Creative Director
Alfred Wong Leo Burnett/Hong Kong Executive Creative Director
May Chan Leo Burnett/Hong Kong Creative Director/Art Director
Fanny Lau Leo Burnett/Hong Kong Creative Director/Copywriter
Daniel Lo Leo Burnett/Hong Kong Art Director
David Wei Leo Burnett/Hong Kong Brand Director
Samson Tsang Leo Burnett/Hong Kong Brand Manager
Priscilla Liu Leo Burnett/Hong Kong Brand Executive
Audrey Chee Leo Burnett/Hong Kong Planner
Ricky Wong Photographer
Henry Chan Computer Retoucher