CAN NOT WAIT

Short List
TitleCAN NOT WAIT
ClientCHINA ORGAN TRANSPLANTATION DEVELOPMENT FOUNDATION
Product / ServiceCHINA ORGAN TRANSPLANTATION DEVELOPMENT FOUNDATION
CategoryB08. Use of Stunts
EntrantHAVAS SHANGHAI, CHINA
Idea Creation HAVAS SHANGHAI, CHINA
Media Placement SHINEWORKS Shanghai, CHINA
Production HAVAS SHANGHAI, CHINA
Production 2 SHINEWORKS Shanghai, CHINA

The Campaign

People like to watch movies at cinema, especially young people. At Cathay Cinema Shanghai, we delayed the movie without the audience’s notice. 15 minutes passed, people became anxious because of waiting for film. At this time we played our video. It showed the real patients who were waiting for organ donation anxiously like this every day. No one can wait any more. When audiences experienced the feeling of waiting, they could easily sign up to become organ donors. This video was played in this way in different cinemas. After the movie, they could directly sign up to be organ donors. Also we filmed the whole process and spread it on TVC and social media.

Creative Execution

2017.4.1 In the Cathay Cinema Shanghai, we delayed the movie without the audience’s notice. 15 minutes passed, people became anxious because of waiting for film. At this time we played our video. It showed the real patients who were waiting for organ donation anxiously like this every day. Every day 800 of them will die due to not waiting until receiving lifesaving organs. No one can wait any more. We let the audiences experience the feeling of waiting. This video was played in this way in different cinemas. After the movie, people could directly sign up to be organ donors. Also we filmed the whole process and spread it on TVC and social media.

Waiting in the cinemas made organ donation become a hot topic. This resulted in more than 200 local and foreign media coverage. Most importantly, over more and more people signed up to become organ donors after the movies.

Young people are the main targets for organ donation due to their healthy bodies and organs. People like to watch movies at cinema, especially young people. So we choose cinema to do our project. We delay the movie without the audiences’ notice. When people become anxious and angry about waiting for movie, real patients will remind them that they have same feeling, through cinema screens. People can sign up to become organ donors. We use cinema screens as our media to do our project. And also the people who at cinema are our media to show our idea.

Insights, Strategy and the Idea

Young people are the main targets for organ donation due to their healthy bodies and organs. However, it is hard to make them become organ donors. If people experience the feeling that patients are waiting anxiously for organ donation, they can easily become organ donors. People like to watch movies at cinema, especially young people. So we choose cinema to do our project. We delay the movie without the audiences’ notice. When people become anxious and angry about waiting for movie, real patients will remind them that they have same feeling, through cinema screens. People can sign up to become organ donors in the cinema.

Credits

Name Company Position
Ben Sun Erihei Havas Worldwide Shanghai Chief Creative Officer
Shangyong Yang Havas Worldwide Shanghai Executive Creative Director
Jack Xuan Havas Worldwide Shanghai Creative Director
Kiddy Wang Havas Worldwide Shanghai Copywriter
Emily Liu Havas Worldwide Shanghai Copywriter
Lyon Liao Havas Worldwide Shanghai Art Director
Hanmin Ming Havas Worldwide Shanghai Art Director
Will Yang Havas Worldwide Shanghai Art Director
Roc Wong Havas Worldwide Shanghai Art Director
Jinyu Li Shineworks Shanghai Director
Koko Huang Shineworks Shanghai Producer Director
Coco Dai Shineworks Shanghai Producer Director
Pingyi Fang Shineworks Shanghai Director Of Photography
Suqiang Zhang Shineworks Shanghai Cameraman
Bolin Li Shineworks Shanghai Cameraman
Zhenghua Wong Shineworks Shanghai Producer
Xuefeng Sun Shineworks Shanghai Producer
CC Wang Shineworks Shanghai Producer
Bobby Yang Shineworks Shanghai Producer
Marshal Chen Shineworks Shanghai Assistant Director
Fang Wang Shineworks Shanghai Editor
Mark Ma Shineworks Shanghai Assistant Editor
Chang Ching Chung Shineworks Shanghai Lighting
Huaisuo Zhao Shineworks Shanghai Lighting
Links
Video URL