CELEBRITY FACE DONATION

TitleCELEBRITY FACE DONATION
BrandOPERATION SMILE/TENCENT FOUNDATION
Product / ServiceOPERATION SMILE PROJECT
CategoryB03. Fundraising & Advocacy
EntrantCHEIL WORLDWIDE Beijing, CHINA
Idea Creation CHEIL WORLDWIDE Beijing, CHINA
PR TENCENT Shenzhen, CHINA
Production OCTOPUS Beijing, CHINA

Credits

Name Company Position
Wei Xu Cheil China Senior Creative Director
Penny Wang Cheil China Group Head
Burger Yuan Cheil China Art Director
Yuhan Zhao Cheil China Copywriter
Daniel Qu Cheil China Copywriter
Lee Meng chien Cheil China Senior producer
Levi Duan Cheil China Technical Director
Zafir Li Cheil China Technical Lead
Polly Chu Freelance Creative Consultant/Copywriter
Murphy Chou Freelance Copywriter
Jacky Lung Freelance Executive Creative Director
Hui Tang HuiTu Image Group Photographer
Arrow Guo Tencent Social Advertising Vice General Manager
Erin Yang Tencent Social Advertising Chief Creative Consultant
Weijia Yang Tencent Social Advertising Senior Director of Brand & PR
Ivor Xu Tencent Social Advertising Senior Brand Manager
Jeffrey Zhao Tencent Social Advertising Senior Product Manager
Huixing Wang Tencent Cloud General Manager
Burt Liu Tencent Cloud Director of Copute Product Center
Joseph Lu Tencent Cloud Project Manager of Operation Product Center
Peter Wu Tencent Cloud R&D Team Leader
Liam Huang Tencent Cloud R&D Team Leader
Rainbow Gao Pitu Chief person in charge
Ellazh Yang Pitu Product Operations Manager
Ritata Yang Pitu Product Operations Manager
Jue Huang Pitu Product manager
Miley Shi Pitu Product Manager Assistant
Yilia He Operation Smile Development Director of Greater China

The Campaign

“Celebrity Face Donation “invited celebrities to share their portraits with cleft condition on social media , which intuitively presents the pressure of the kids to each of us. With an unconventional way of endorsements, we created social topics on mobile social platforms: Cleft condition is not just about a children or a family. It’s also about neglect, indifference or even prejudice surrounding us. And we need to face together towards the prejudice.

Creative Execution

Would there be celebrities who are willing to show imperfect face in social media and face up with those children ? The result excited us. From November 2017 onwards, many celebrities shared their own portraits with cleft condition on Tencent Wechat&QQ, largest social media of China, and asked, “What if I were born with cleft condition? ",including Snooker World Champion Ding Junhui, well-known entrepreneur Ren Zhiqiang, Olympic badminton champion Li Xueyi, Olympic shooting champion Yi Siling, and national football player Yu Hai, etc.The number of their fans added up to over 50 million. With celebrity effect and targeted advertising using big date, the topic quickly zoomed.

The campaign received a strong response, with a total of 53 million exposures and over 700 thousand interaction. More than 56,000 people donated money, which helped children from over 160 of poor families to receive facial reconstruction surgeries. More importantly, it made the public aware of what children with cleft condition are facing, and encouraged everybody face them together with them to make change begin.

This work created an topic by using celebrity endorsement in an unusual way. People take it for granted that celebrities are concerned about their images. This time we made a buzz by showing their imperfect face with cleft condition. Contrast with the recognized image of the celebrities, these imperfect faces made the public aware of the prejudice children with cleft condition are facing, triggering people’s thinking and actions.

In China, more than 1 billion mobile users are active on the largest social media platform-WeChat. They are enthusiastically sharing their best sides online, and it can be illustrated by the popularity of “beauty cameras” amongst younger generations. Meanwhile, those from Tier 1 cities show more social engagement than those not, and they are extremely addicted to mobile devices. Wechat in this context, can encourage thinking and trigger actions in public by using big data labels to launch targeted advertising,as well as generating hot topics through the huge contrast created in its visuals.