| Title | THE ROBOT BAKER |
| Brand | STANDARD CHARTERED HONG KONG |
| Product / Service | FINANCIAL SERVICES |
| Category | A02. Corporate Responsibility |
| Entrant | TBWA\DIGITAL ARTS NETWORK Hong Kong, HONG KONG |
| Entrant Company | TBWA\DIGITAL ARTS NETWORK Hong Kong, HONG KONG |
| Advertising Agency | TBWA\DIGITAL ARTS NETWORK Hong Kong, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Jan Cho | TBWA\Digital Arts Network\Hong Kong | General Manager |
| Sami Thessman | TBWA\Digital Arts Network Hong Kong | Executive Creative Director |
| George Gally | TBWA\Digital Arts Network Hong Kong | Creative Team |
| Kalok Luk | TBWA\Digital Arts Network Hong Kong | Creative Team |
| Aiden Lam | TBWA\Digital Arts Network Hong Kong | Creatove Team |
| Herbert Ng | TBWA\Digital Arts Network Hong Kong | Head of Creative Technology |
| Christina Ahn | TBWA\Digital Arts Network Hong Kong | Senior Producer |
| Rony Chan | TBWA\Digital Arts Network Hong Kong | Producer |
| Ryan Pu | TBWA\Digital Arts Network Hong Kong | Account Manager |
| Mark Goss | Mark Goss | Ilustration Artist |
| Gianluca Crudele | Barlo | Illustration Artist |
| Ben Pickerin | Used Pencil | Illustration Artist |
| Quai Chan | Miss Quai | Illustration Artist |
| Man Tsun | Man Tsun | Illustration Artist |
| Parent's Parents | Parent's Parents | Illustration Artist |
Standard Chartered asked us to help bring its brand promise of being “Here for Good" to life for the annual Arts In The Park Festival. We decided to focus on providing an antidote to the growing dependence that children have on gadgets. With the average 8- to 10-year-old spending nearly eight hours a day with a variety of devices, children absorbed into a world of nonstop media, passive entertainment and instant gratification. This is leaving them unfamiliar with the process of creation. Our solution was the Robot Baker - an interactive experience that allows kids to design, produce and play with their very own robots. Over the 2-day event, more than 100,000 visitors attended the Arts in the Park Festival with over a third of the traffic passing through the Robot Factory, 30,000 robots were brought to life and an endless amount of creativity expressed.
Our goal was to increase the brand preference for Standard Chartered by engaging with Hong Kong families.
Over the 2-day event, a record 100,000 visitors attended the Arts in the Park Festival with over a third of the traffic passing through the Robot Factory, 30,000 robots were brought to life and an endless amount of creativity was expressed.
We created the Robot Baker - an interactive experience that allows kids to design, produce and play with their very own robots. This exhibit took place over the weekend of Hong Kong’s annual Arts in the Park Festival. From choosing an original design through bringing their creations come to life and on to their final assembly, everything was intentionally made transparent so that kids could see the beauty of the robot-making from beginning to end.
Standard Chartered’s slogan and brand promise is “Here for Good". They wanted to live up to this promise during the annual Arts In The Park Festival. We identified the growing dependence that Hong Kong kids have on gadgets and decided to provide an antidote to this passive entertainment.
Our target’s biggest concern in life are their children. The average 8- to 10-year-old spends nearly eight hours a day with a variety of different devices. With the endless entertainment at their fingertips, children today are being absorbed into a world of nonstop media. This growing obsession with passive entertainment and instant gratification has left many kids unfamiliar with the process of creation. We posed the question: what if we could help kids discover the joy of creating in the real world?