| Title | THE TAPE PLEDGE |
| Brand | SUNING.COM |
| Product / Service | E-COMMERCE SERVICE |
| Category | E02. Small Scale Special Solutions |
| Entrant | IFENG.COM Beijing, CHINA |
| Idea Creation | IFENG.COM Beijing, CHINA |
| Idea Creation 2 | RICELEBRATE Shanghai, CHINA |
| Media Placement | IFENG.COM Beijing, CHINA |
| Media Placement 2 | RICELEBRATE Shanghai, CHINA |
| PR | IFENG.COM Beijing, CHINA |
| Production | RICELEBRATE Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Peter Shen | Ricelebrate | Co-Founder/CCO |
| Cia Cia Hu | Ricelebrate | Executive Creative Director |
| Howie Hao | ifeng.com | Managing Director of Sales and Marketing Center |
| Tammy Zhang | ifeng.com | Account Director |
| Henry Ye | Ricelebrate | Creative Partner |
| Baby Guo | Ricelebrate | Senior Art Director |
| Xiaoyong Wang | Ricelebrate | Account Director |
| Vigo Deng | Cheil PengTai | Creative Director |
| Jerry Lee | Ricelebrate | Producer |
| Chengcheng Li | Ricelebrate | Director of Public Affairs |
We designed the "Pledge Tape" printed with wild animals that are becoming distinct because of their parts of "great value" to illegal hunters in China. The Tape is designed to have a sandwich structure, with red paint within two layers. So that when a consumer receives his/her delivery and cut open the tape, a small amount of red paint "bleeds out" from animal parts. On 1st April 2017, these "Pledge Tape" went into the market with Suning's massive logistics network across China's 2856 counties. When an online shopper receives a deliver package taped with our "Pledge Tape", he/she is invited to make a pledge of "No Purchase, Don't Become An Animal Slayer". At the same time, "The Tape Pledge" campaign site goes online on China's most popular online media for public welfare. The distribution of the "Pledge Tape" by Suning is planned till the end of the year.