GLOBAL HOLIDAY CARD FROM JWT AND THE SAMBURU TRIBE by J. Walter Thompson New York for Jwt

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GLOBAL HOLIDAY CARD FROM JWT AND THE SAMBURU TRIBE

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Agency J. Walter Thompson New York
Creative Director Josh Kilmer-Purcell
Art Director Grant Mason
Released December 2009

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: JWT
Product/Service: ADVERTISING AGENCY
Agency: JWT
Date of First Appearance: Dec 15 2009 12:00AM
Entrant Company: JWT, New York, USA
Chief Creative Officer: Ty Montague (JWT North America)
Chief Creative Officer: Harvey Marco (JWT New York)
Creative Director: Josh Kilmer-Purcell (JWT New York)
Design Director: Aaron Padin (JWT New York)
Art Director: Grant Mason (JWT New York)
Digital Designer: Dave Hong (JWT New York)
Digital Production: Yahav Isak (JWT New York)
Digital Production: David Chang (JWT New York)
Global Business Director: Karyn Rockwell (JWT New York)
Print Producer: Jena Mattison (JWT New York)
Planner: Carl Desir (JWT New York)
Planner: Lauren Turner (JWT New York)
Project Manager: Lani De Rose (JWT New York)
Media placement: Holiday Mailing - Mailing to various Contacts and Friends Of The Network And Personally - 1 December 2009

Describe the challenges and key objectives
During the holiday season, corporate holiday cards arrive by the dozen, daily. The challenge was to create a personal greeting that caused the recipient to engage in a participatory manner. The charity, a scholarship fund for the nomadic Samburu tribe of Kenya, required a multi-year personal commitment of a thousand dollars per year.

Describe the brief from the client
To create a corporate holiday card that encourages recipient’s active participation in charity, rather than simply donating in recipient’s name.

Describe how you arrived at the final design
We interviewed current donors to the charity and discovered that the most powerful incentive to their continued participation was their sense of inclusion in this little-known, but highly successful charity. The members of the Samburu tribe had grown to think of the overseas donors as valued members of the tribe itself. We used tribal membership as a unique incentive, and enclosed a physical embodiment of membership – a tribal bracelet. Video of donors personalised Samburu tribal initiation ceremony was filmed and emailed to them.

Give some indication of how successful the outcome was in the market
Despite the relatively expensive multi-year commitment, the card generated enough response to fund 43 children through 4 years of secondary education.