THE SMILE PETITION

TitleTHE SMILE PETITION
BrandRICHART (TAISHIN INTERNATIONAL BANK)
Product / ServiceDIGITAL BANKING
CategoryA11. Corporate Social Responsibility (CSR) / Corporate Image
EntrantSUGARFUN CREATIVE Taipei, TAIPEI
Idea Creation SUGARFUN CREATIVE Taipei, TAIPEI
Production SUGARFUN CREATIVE Taipei, TAIPEI

Credits

Name Company Position
Chih-Ying Chang Sugarfun Creative Strategic planner
Ching-Chih Yu SugarFun Creative Strategic Director
Yun- Zhi Lee Sugarfun Creative Creative Director
Chuan-Chuan Chang SugarFun Creative Account Director

Why is this work relevant for Direct?

We targeted animal lovers on social media, suggested a positive point of view when it comes to stray animals issue. By applying facial detection technology on campaign instead of traditional petition process, animal lovers can extend the kindness for pets to the strays without the heartbreaking feelings.

Background

In Taiwan, an average of nearly 100,000 stray animals are brought into shelters every year. Due to overcrowding, after these animals are brought into the shelters, endless waiting is the norm, survival even becomes an issue sometimes. Therefore, many private organizations or facilities try to lure these strays on the roadside, so they can be brought to private shelters and wait for adoption, hoping they would receive better care. These private shelters are called“Halfway Homes”. Digital Bank Richart has been helping with stray animals every year, and this year Richart partnered with a Halfway Home Cafe called Lang Lang Don't Cry. Although the issue of stray animal is sometimes touching, often times there are sorrowful elements to it. We have observed many past cases and other topics related to stray animals and realized that many kindhearted people found these particular issues hard to watch because it breaks their hearts.

Describe the creative idea (30% of vote)

We discovered that people who have pets or love animals smile whenever they see one. They will pet them, call them or get them noticed, and eventually smile to them, these smile are truly warmhearted, and we believe that these smiles can extend the kindness for pets to the strays.

Describe the strategy (20% of vote)

We targeted the animal lovers on social media who love to watch animal videos, images, and like to share with others. We decided to start a campaign to crowdfund people's kindness towards animals, but instead of money, we want people to sign up the petition with their smiles. For every smile we receive, we send out supplies to these stray animals who are waiting for a home.

Describe the execution (20% of vote)

We set up a petition site (Campaign site) and use face detection to collect smile. Animal lovers will naturally smile when they see a lovely furball, so we simulate the movements that humans do when they see animals. First they can stroke the hair, Call them, and they will see that stray dog or cat coming over or playing with them. When people see these animals' reaction, they naturally smile. For every smile we receive, we send out supplies to Lang Lang Dont' Cry to help these stray animals while they are waiting for a home.

List the results (30% of vote)

• Over 10,000 people have completed the petition. • Over 250,000 NTD were raised. • The Smile Petition Campaign Site got 354,572 unique users visit. • Thousands of Shares on Social Media. • New bank account opened increased 22% and transit usage increased 34%.