| Title | NEW LEASE OF LIFE |
| Brand | WOMEN OF WILL |
| Product / Service | WOMEN OF WILL |
| Category | A01. Creation of a new Brand Identity: Consumer / Corporate / Non-profit |
| Entrant | LEO BURNETT MALAYSIA Kuala Lumpur, MALAYSIA |
| Idea Creation | LEO BURNETT MALAYSIA Kuala Lumpur, MALAYSIA |
| Idea Creation 2 | ALPHA245 Kuala Lumpur, MALAYSIA |
| Production | LEO BURNETT MALAYSIA Kuala Lumpur, MALAYSIA |
| Contributing | STUDIO DL Petaling Jaya, MALAYSIA |
| Contributing 2 | IMAGEROM Petaling Jaya, MALAYSIA |
| Contributing 3 | PIXAROM Petaling Jaya, MALAYSIA |
| Contributing 4 | METRO-ENGRAVERS Kuala Lumpur, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Andrew Low | Leo Burnett Malaysia | Executive Creative Director |
| Ian Lee | Leo Burnett Malaysia | Creative Director |
| Kuan Kim Wai | Leo Burnett Malaysia | Creative Group Head |
| Ban Lee | Alpha245 Communications Sdn Bhd | - |
| Dilaila Mohammad | Alpha245 Communications Sdn Bhd | Copywriter |
| Andrew Leong | Leo Burnett Malaysia | Managing Partner |
| April Toh | Leo Burnett Malaysia | Account Executive |
| Deepa Kaliperumal | Leo Burnett Malaysia | Account Executive |
| Bridget Hong | Leo Burnett Malaysia | Creative Services Manager |
| Kelvin Tai | Leo Burnett Malaysia | Print Production |
| Brandon LIm | Studio DL | Photographer |
| Simon Chin | Studio DL | - |
| Lee Choy Kwan | Studio DL | - |
| George Chong | Imagerom | - |
| Mohammad Fadzli Bin Azmi | Metal Bees | - |
| Joey Wong | - | Producer |
To create a design that brought meaning to their mission of giving women a new lease of life, we re-purposed new name cards out of old ones. Each card was stamped with a new layer of details over the original. Offering a new lease of life not only for old business cards. But also the women we serve.
We created stamps with our business card details and re-purposed old business cards. Each card was hand stamped by volunteers without having to spend on printing. The colour red was used to be a vibrant overlay, over the original business cards. All 250 employees were given their new business cards just in time for their NGO launch.
As the business cards were given out to gain leads and contacts, the client gained considerable interest in potential donors during their launch event. Which lead to a 25% increase in potential leads.
The brand design philosophy needed to feel less corporate and also needed to reflect their mission. As budget was limited, we needed to work with whatever we have as a medium of communication. The target audience were potential donors from small to large corporations who knew nothing about the NGO. What better way to introduce a NGO and its cause than through their business card.