| Title | MYSTERIOUS VISITORS TO THE BAKERY |
| Brand | TENCENT CHARITY |
| Product / Service | 99 GIVING DAY |
| Category | F07. Corporate Purpose & Social Responsibility |
| Entrant | TOPIC Beijing, CHINA |
| Idea Creation | TOPIC Beijing, CHINA |
| Idea Creation 2 | TENCENT Shenzhen, CHINA |
| Media Placement | TENCENT Shenzhen, CHINA |
| PR | TENCENT Shenzhen, CHINA |
| Production | LINK FILMS Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Vincent Li | Tencent | General Manager |
| Akae Wang | Tencent | Executive Creative Director |
| Zita Zou | Tencent | copywriter |
| Ken Lin | Tencent | Art Director |
| Sonja Xu | Tencent | Assistant Art Director |
| Ahjan Huang | Tencent | Agency Produce |
| Yuan Hong | Tencent | Brand Director |
| Rain Yu | Tencent | Project Manager |
| Snow Lee | TOPic | CEO |
| Shengxiong Chen | TOPic | CCO |
| Tingting Zhang | TOPic | Creative Partner |
| Heidi Liang | TOPic | Account Director |
| Wenjing Ma | TOPic | Account Manager |
| Scott Xie | Linkfilms | Director |
| Kimi Huang | Linkfilms | 1St AD |
| Guangcai Wang | Linkfilms | DOP |
| Wenhui Xing | Linkfilms | Art Director |
| Joan Wang | Linkfilms | EP |
We selected a new site in Nanjing to open a special bakery. All the staff are mental disabled trainees from the Eddy bakery, and all the bread are baked and served by them. while the meantime, we invited 30 real donors to buy and taste the bread here. With a hidden camera, we observed and recorded the true interaction between them. After the purchase, we invited the donor group to an onsite interview and told them the truth. They are stunned, touched, and also warmed. The tiny one Yuan shows quite a significant power to change life.
In the 99 Giving day project , most of donors who give away small amount barely care about where the money goes. Neither do they have the effective channel to get the information. This is the important content of this project to deep mining.