Why is this work relevant for Direct?

These nostalgic memories reminded people of the urgency of safeguarding cultural heritage in danger, and called for their participation in our campaign, All the print collateral materials carried a QR code for users to scan to access the campaign website, make a donation and got a e-postcards for inviting more friends to join.

Background

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 (30% 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 strategy (20% of vote)

This is a poverty alleviation campaign launched by Tencent Charitable Foundation calling on people to plant hope for their hometowns. It is an illustration-based, integrated design full communication covering brand and corporate social responsibility. We took the local characteristics, food, agricultural products and intangible cultural heritage of 36 provinces in China and used childhood scenes from the 1960s to awaken people's fond memories. We boldly extended the offline design materials and made the campaign a sustainable development project. We also completed the deployment of print ads, postcards and stamps of hometowns in major scenic post offices, and bookmark dissemination in cooperation with travel books.

Describe the execution (20% 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 (30% of vote)

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