UNICEF: Little Change Make A Big Difference

Credits:

Advertiser/Client: UNICEF
Product/Service: CHILDREN'S RIGHTS CHARITY
Entrant Company: CHEIL WORLDWIDE Seoul, KOREA
Advertising Agency: CHEIL WORLDWIDE Seoul, KOREA
Creative Credits
Creative Director: Yehoon Lee
Copywriter: Seulki Lee
Art Director: Youna Chung/Taesik Kim/Sangwook Lee
Other Credits: Weescom

Details
Description of Ambient execution:
Idea background: A small idea for changing the way people normally think about donation and social responsibility. People tend to think that donating money for social causes takes more time and effort than it does in reality. This campaign aimed to utilise the already 'convenient' soda vending machines into tools that make donations, so that making difference in the world is a much easier thing to do. We focused on the insight that, although small change can help needy children in big ways, people usually think that having too much change in their pockets troublesome and even annoying. However, most soda vending machines in Seoul accept mainly bills, resulting in lots of unwanted change. Thus the idea was to give the option of donating this small change to UNICEF, by pressing a small button on the vending machine. Small change added up could truly make a big difference - a true definition of social responsibility and donation. Idea execution: Two rows of the same beverages, tagged with different prices. Drinks on top are priced at 1,000KRW(= 1 bill) and bottom row drinks at 700 KRW(market prince, normally results in change). If consumer chooses a soda from the top row, the remaining 300 won (small change) is donated to UNICEF. The consumer automatically becomes a donor, and also gets rids of the small change. Result: This campaign began on Dec 2, 2008 at universities in Seoul, Korea, receiving a good response from the students. Results of this campaign are expected to come out in 2009.
English Translation of Main Headlines:
LITTLE CHANGE MAKES A BIG DIFFERENCE