Title | HOPE ON DISPLAY |
Brand | GIORDANO |
Product / Service | FUNDRAISING EVENT |
Category | B05. Fundraising, charities, appeals, non-profit organisations, public health & safety, public awareness |
Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Entrant Company | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Advertising Agency | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Production Company | PLANIT Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Jung A Kim | Innocean Worldwide | Executive Creative Director |
Sungchul Kwon | Innocean Worldwide | Art Director |
New Summer | Innocean Worldwide | Copywriter |
Youngho Hwang | Innocean Worldwide | Art Director |
Junkyu Lee | Innocean Worldwide | Copywriter |
Baesung Kim | Innocean Worldwide | Producer |
Hoon Lim | Innocean Worldwide | Art Director |
Gyuyeon Kim | Innocean Worldwide | Art Director |
Sukkyung Kang | Innocean Worldwide | Copywriter |
Yujin Lee | Innocean Worldwide | Copywriter |
Jeongseok Han | Innocean Worldwide | Chief Creative Officer |
Sanghyun Kim | Innocean Worldwide | Account Executive |
Seunggye Kim | Innocean Worldwide | Account Executive |
Hyunjin Jang | Innocean Worldwide | Account Executive |
Sungwon Jung | Planit Production | Executive Producer |
Jieun Park | Planit Production | Producer |
Eungjeong Jeon | Ultra D | Art Director |
Hyunwoo Choi | M2E Entertainment | Dop |
Jiwook Ko | Vixen | Edit |
Seonglae Hong | Stone Sound Works | Sound Supervisor |
Normally, donation is made through online or people have to look up by themselves and needed so much efforts. But as a fashion brand, Giordano found store windows as a new donation platform and placed Smart Card Reader on the window surface so people could donate simply by tapping their credit card at the reader. So they could let existing customers and also new customers to be involved with the charity event, furthermore, it reduced extra efforts and made donation simple and easy.
Casual fashion brand Giordano suggested holding a new kind of fundraising event that only Giordano could do. This event should be a trigger to reform Giordano’s brand image and not any kinds of fundraising event but that is highly related to brand mission.
We brought ragged and filthy clothes that one of the children in the Philippines was wearing, and displayed on the window of casual clothes brand, Giordano which was located in the middle of luxurious fashion district Gangnam. We created one and only store window and sold hope for a day. We intended a donation to be simple so viewers could be involved to the fundraising event easily. To do so, we placed Smart Card Readers on the window surface, so people could donate money simply by tapping their wallets.
It happened for just 1 day, though, about 23,309 people visited our Hope on Display, and more than 3528 accounts were made through Smart Card Reader. Also, a lot of people got to know about our Hope on Display through dozens of articles in newspapers and magazines.