MIRACLE OF RED T-SHIRTS by Cheil Seoul, For You N For Me for Kt (korea Telecom)

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MIRACLE OF RED T-SHIRTS

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market South Korea
Agency Cheil Seoul
Creative Director Soora Min, Dohyung Kim
Art Director Hangrae Kim
Producer Yanghoon Kim
Agency For You N For Me
Released September 2012

Credits & Description

Category: Corporate Responsibility
Advertiser: KT
Product/Service: DONATION INITIATIVE
Creative Director: Soora Min (Cheil Worldwide)
Art Director: Hangrae Kim (Cheil Worldwide)
Account Executive: Sangil Nam (Cheil Worldwide)
Account Executive: Sangheon Song (Cheil Worldwide)
Producer: Yanghoon Kim
Creative Director: Dohyung Kim (For You N For Me)
Account Executive: Maengsub Cho (For You N For Me)
Account Executive: San Kim (For You N For Me)
Account Executive: Jiwon Park (For You N For Me)
Media placement: TV Campaign 1 Spot - MBC, KBS, SBS and CATV channels - 7 June 2010
Media placement: Newspaper - Chosun, Joongang - 7 June 2010

Summary of the Campaign

A red T-shirt is an iconic symbol related to football and FIFA World Cup Games among Korean people. Every four years, most of Korean people buy red T-shirts and wear them to support the Korean National Football Team and enjoy the World Cup games. But, what happens next? They either throw the shirts away or put them in the closet and never wear them again.
KT (Korea Telecom) paid attention to red T-shirts, which would fade away from public with the end of final matches and tried to look for ways to make 2010 World Cup Games the most memorable ones to the Korean people.

The idea was simple: KT collected red T-shirts and sent them to third-world countries. Otherwise, those T-shirts would have been another waste. Let’s save the planet and aid people in need at the same time.

A campaign called ‘Miracles of Red T-shirts’ was launched with a strong belief that a small t-shirt could change the world.

The campaign was a huge success -1,024 volunteers joined in, and 250,000 T-shirts were collected and shipped to 50 countries such as Rwanda, Uganda, Ecuador, and so on, in just two weeks.

'Miracles of red T-shirts' succeeded in sharing and helping poor children in third-world countries.

The Situation
A red T-shirt is an iconic symbol related to football and FIFA World Cup Games among Korean people. Every four year, most of Korean people buy red T-shirts and wear them to support the Korean National Football Team and enjoy the World Cup games. But, what happens next? They either throw the shirts away or put them in the closet and never wear them again.

The Goal
KT (Korea Telecom) paid attention to red T-shirts, which would fade away from the public with the end of final matches and tried to look for the ways to make the 2010 World Cup Games the most memorable ones to Korean people.

The Strategy
KT raised a question: What if, we collected all the red T-shirts and shipped them to third-world countries where clothes are needed?
The idea was simple: KT collected red T-shirts and sent them to third-world countries. Otherwise, those T-shirts would have been another waste. Let’s save the planet and aid people in need at the same time.

Execution

A campaign called 'Miracles of Red T-shirts' was launched with a strong belief that a small t-shirt could change the world. The campaign was executed across multiple media. In about 2,000 KT offices and stores nationwide, t-shirts were collected, cleaned and stocked by KT and volunteers.

Documented Results
The campaign was a huge success -1,024 volunteers joined in, and 250,000 T-shirts were collected and shipped to 50 countries such as Rwanda, Uganda, Ecuador, and so on, in just two weeks.

Hundreds of media, including national TV, radio, newspapers and other network channels covered the issue and motivated people to join in the campaign.
People spread the issue through over 2,000 blogs and other social media networks such as Twitter and Facebook.

'Miracles of red T-shirts' succeeded in sharing and helping poor children in third-world countries. Literally, a miracle happened; Passion and enthusiasm in a small t-shirts was spread all over the world as love for human beings.