| Title | CARDVERTISING |
| Brand | HOPE & SOLACE |
| Product / Service | PUBLIC SERVICE MESSAGE |
| Category | D02. Small Scale Special Solutions |
| Entrant | DENTSU UTAMA Kuala Lumpur, MALAYSIA |
| Entrant Company | DENTSU UTAMA Kuala Lumpur, MALAYSIA |
| Advertising Agency | DENTSU UTAMA Kuala Lumpur, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Ted Lim | Dentsu Asia | Chief Creative Officer |
| Chow Kok Keong | Dentsu Utama | Executive Creative Director |
| Loo Kok Seng | Dentsu Utama | Art Director |
| Chow Kok Keong | Dentsu Utama | Art Director |
| Charmaine Sankar | Dentsu Utama | Copywriter |
| Lim Khai Xing | Dentsu Utama | Copywriter |
| Ivory Lim | Dentsu Utama | Designer |
| Chey Feng Mey | Dentsu Utama | AV Producer |
| Wong Fok Loy | Dentsu Utama | Print Producer |
| Stephanie Lai | Dentsu Utama | Studio Manager |
| Omar Shaari | Dentsu Utama | Chief Executive Officer |
| Hideo Katakura | Dentsu Utama | Vice President |
| Lim Sue Anne | Dentsu Utama | Account Director |
| Mak Kah Heng | Untold Images | Director Of Photography |
| CK Lim | Untold Images | Director Of Photography |
| Boon Liew | Flier Film Production | Post Production Editor |
The Cardvertising Project. We turned the cardboards held by the homeless, into outdoor advertisement space. How it Works: A microsite was created to urge advertisers to book ad spaces. To contribute and book the ad space, advertisers clicked the ‘help’ button. Ad messages and relevant details were then submitted. The ads were then designed for free, by volunteers. Once designed, the ads were distributed to the homeless, and displayed to the public. The advertising fees were subsequently given back to the homeless. 3026 outdoor ad spaces were sold in 2 weeks. The campaign was brought to the public’s attention on social media, with write-ups in newspapers and magazines, as well. The homeless could finally help themselves and regain their dignity.