Product / ServiceTENCENT
CategoryB02. Publications & Brand Collateral
EntrantTENCENT Shenzhen, CHINA
Idea Creation 25HOURS Guangzhou, CHINA


Name Company Position
Shen Guang 25HOURS come up with the core idea and manage the project


This is a campaign initiated by Tencent’s 99 Giving Day, to engage people in the safeguarding of intangible cultural heritage in their hometowns. It featured a thematic communication design based on illustrations, which portrayed classic scenes back in the 60s inspired by the intangible cultural heritage of China’s 34 Provinces. These nostalgic memories reminded people of the urgency of safeguarding cultural heritage in danger.

Describe the creative idea (40% of vote)

Inspired from sweet childhood memories, these illustrations give people a feeling of nostalgia. Many of these things from the past no longer existed, or are even on the verge of disappearing. The illustrations showcase places and routines of ancient towns in China back in 1960s, and send the message that the good old tradition people once celebrated are now fading away.

Describe the execution (40% of vote)

In collaboration with China Post, our direct marketing campaign featured postcards and stamps, print ads in travel magazines and themed bookmarks inside the travel books of each Province. All print collateral materials carried a QR code of the campaign website, where users could receive an e-postcard for a donation and invite more friends to join.

List the results (20% of vote)

This activity eventually brought over 80 million users to the campaign and nearly 20 million RMB in donations.