$10 TALE OF FORGOTTEN VETERANS

Title$10 TALE OF FORGOTTEN VETERANS
ClientTENCENT
Product / ServiceTENCENT CHARITY
CategoryA03. Augmented Mobile Experience
EntrantJ. WALTER THOMPSON BEIJING, CHINA
Idea Creation J. WALTER THOMPSON BEIJING, CHINA

The Campaign

?10 tale of forgotten Veterans. It’s a hidden story in everyone’s pocket. We turned the ordinary 10 RMB note into moving media. By taking a photo of the back of a 10 RMB note. A secret story of the war will be revealed. In fact it is a real location of the battlefield in WWII in China. Bringing back people to understand the real story of the veteran that the government never told them. And donate the RMB in their hands to the Forgotten Veterans.

Creative Execution

In 2015 September, a week before the 70th anniversary of China’s Victory in World War II, we launched this campaign. Through China's most famous social media-Tencent Wechat platform (the Facebook in China), we posted a HTML 5 page link with an attractive headline to draw people’s attention for click. On that HTML 5 page we asked visitor to take a photo of a common 10 RMB note from their pocket, then HTML 5 does a quick image comparison by using HTML 5 Canvas algorithm to further drive their attention and redirect the page to reveal a secret video. In fact it is the actual battlefield in WWII China. The story of the forgotten veteran got revealed. This is a secret story that their government will never tell them in their history books. After the video, they will be redirected to the donation page of the NGO. They could then donate the 10 RMB note in their hands to help them.

100,000 viewers in 1 hour. Over RMB 1 million donation in 72 hours. Various media coverage, while many spontaneously pledged a personal salute as tribute to veterans on social media.

In 2015 September, a week before the 70th anniversary of China’s Victory in World War II, while people’s attention is about the war and veterans, we launched this campaign. Through China's most famous social media-Tencent Wechat platform (the Facebook in China), we turned the ordinary 10RMB note into moving media. We asked people to take a photo of a common 10 RMB note in their pocket. A secret video of the forgotten veterans will be revealed. This is a secret story that their government will never tell them in their history books. They could then donate the RMB note in their hands to help them.

Credits

Name Company Position
Polly Chu J. Walter Thompson Beijing CCO
Shankun Sun J. Walter Thompson Beijing ECD
Dechun Qiu J. Walter Thompson Beijing Creative Director
Delong He J. Walter Thompson Beijing Art Director
Xue Wang J. Walter Thompson Beijing Copywriter
Theresa Ong J. Walter Thompson Shanghai Copywriter
Jing Shi J. Walter Thompson Beijing Producer
Todd Lv J. Walter Thompson Beijing Producer
Lu Xiao J. Walter Thompson Beijing Digital Director
Yu Tian Woofly Production Illustrator
Xitong Peng Woofly Production Director
Jian Wu and Team Motion Logix Post Production Post Production
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