Orbis Design & Branding BREAK THE WALL by Leo Burnett Hong Kong

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BREAK THE WALL

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Hong Kong SAR China
Agency Leo Burnett Hong Kong
Executive Creative Director Connie Lo
Copywriter Arnold Au
Photographer Kaon Chan
Illustrator Prodip Leung
Released April 2012

Credits & Description

Category: Promotional Item Design
Advertiser: ORBIS
Product/Service: ORBIS FUNDRAISING
Agency: LEO BURNETT HONG KONG
Executive Creative Director: Connie Lo (Leo Burnett Hong Kong)
Deputy Executive Creative Director/Art Director: Brian Ma (Leo Burnett Hong Kong)
Creative Director/Copywriter: Aflred Wong (Leo Burnett Hong Kong)
Creative Director/Copywriter: Wen Louie (Leo Burnett Hong Kong)
Senior Art Director: Kenny Ip (Leo Burnett Hong Kong)
Senior Art Director: Leo Yeung (Leo Burnett Hong Kong)
Copywriter: Arnold Au (Leo Burnett Hong Kong)
Digital Producer: Kelvin Ngai (Leo Burnett Hong Kong)
Management Supervisor: Margaret Chan (Leo Burnett Hong Kong)
Brand Manager: Hanford Sheng (Leo Burnett Hong Kong)
Brand Executive: Corinne Cheng (Leo Burnett Hong Kong)
Illustrator: Prodip Leung
Photographer: Kaon Chan
Retoucher: Kim Ho
Digital Consultant: Kennedy Pang
Web Developer: Kit Man (Kit Da Studio)
Media placement: Outdoor Posters - On The Street Of Crowded Area - 20 April 2012
Media placement: Website Social Media - Facebook / Weibo (China Twitter) - 20 April 2012

Describe the brief from the client
For 30 years, ORBIS Hong Kong has fought preventable blindness worldwide.

ORBIS wanted take this opportunity to launch a campaign to raise top-of-mind awareness and recruit long-term donors.

Describe the challenges and key objectives
Unfortunately, blindness is not an urgent attention-grabbing life-or-death issue, and has only attracted 1.9% of total global donations. With 39m people in the world’s most impoverished countries suffering from preventable blindness, we had to show Hong Kong’s 7m people how important and how impactful their contribution could be.

Like the East Germans who lived under the shadow of the Berlin Wall, these 39m people are held hostage by a wall of darkness. To galvanise our target, we gave them their own historical moment, their own wall to bring down.

Describe how you arrived at the final design
Like the Berlin Wall, we decided to create an installation that was to be destroyed by the people. A renowned artist, Prodip, was invited to design a wall of darkness. The Wall is covered by graffiti depicting stories of pain and sorrow from the poorest regions of the world

At TheDarkWall.com, each visitor could take part in tearing down part of this wall. And just like Berlin, they could take away the actual piece of the wall that they broke. Each piece was individually recreated and delivered to the donor, containing a unique part of the illustration as concrete proof of an act that took place in cyberspace, but made a tangible impact in the real world.

Give some indication of how successful the outcome was in the market
The results so far:
- Thousands broke the wall on the first day
- Number of monthly donors increased significantly compared to last year
- Free media worth approximately US$100,000 earned
- Celebrities took the initiative to become ORBIS Ambassadors
- Hong Kong’s largest fashion retail brand, IT, designed a special cross-over collection with ORBIS to help raise funds
- Contributions from the first month were enough to aid 3,066 blind people