Title | MYSTERIOUS VISITORS TO THE BAKERY |
Brand | TENCENT CHARITY |
Product / Service | 99 GIVING DAY |
Category | A03. Casting |
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 |
Some of the previous donors are asked to complete an easy task: to buy some bread. After their purchase, they are invited to a brief interview. That’s when they get to know, all the staff in this “ordinary” bakery are mental disable to different degrees. They gained a chance to work here, due to the small donation people once made. For every Yuan you give, there is a life being changed.
Donors who give away small amount barely care about where the money goes. Neither do they have the effective channel to get the information. 99 Giving day has been trying to make more people participate in the public welfare through the low threshold donation of one yuan。Donors who give away small amount barely care about where the money goes. Neither do they have the effective channel to get the information. 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. With a double-blind experiment, the donors got a close look at the real life of the beneficiary. Their story is telling that: Tiny as one Yuan might be, huge impact will be generated if we do it together.
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.