UMBRELLA BAGS by Grey Hong Kong for THE LOTUS LIGHT CHARITY SOCIETY (HONG KONG)

UMBRELLA BAGS

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Hong Kong SAR China
Agency Grey Hong Kong
Art Director Keith Ho
Copywriter Tony Chan, Joshua Wong Limited
Producer John Lo, Wong Ying Ying
Released September 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: THE LOTUS LIGHT CHARITY SOCIETY (HONG KONG)
Product/Service: CHARITY
Agency: GREY HONG KONG
Date of First Appearance: Sep 8 2009 12:00AM
Entrant Company: GREY HONG KONG, HONG KONG
Entry URL: http://www.entryawards.com/lotus/AC500/
Executive Creative Director/Creative Director: Keith Ho (Grey Hong Kong)
Group Creative Director/Art Director: Ray Lam (Grey Hong Kong)
Creative Director/Copywriter: Keith Lo (Grey Hong Kong)
Copywriter: Joshua Wong (Grey Hong Kong)
Copywriter: Tony Chan (Grey Hong Kong)
Art Director: Keith Ho (Grey Hong Kong)
Art Director/Illustrator: Ciff Luk (Grey Hong Kong)
Producer: John Lo (Grey Hong Kong)
Producer: Wong Ying Ying (Grey Hong Kong)
Production Manager: Ken Yau (Grey Hong Kong)
Group Account Director: Erica Ho (Grey Hong Kong)
Account Director: Bonnie Chan (Grey Hong Kong)
Media placement: Outdoor - New Jade Shopping Mall - 8 Sep 2009

Results and Effectiveness
Passers-by used the bags on rainy days and a lot of them were kind enough to make donations. Some people even took a few to give to their friends and family to help spread the message. Donations increased enough to build more than 5,300 water cellars in 2009.

Creative Execution
Based on this insight, we created plastic umbrella bags with a picture of a bucket, cup or bowl on the bottom, and placed them in shopping malls all around Hong Kong. During rainy days, when rainwater was filling the umbrella bag up, this helped to convey our message that even a few drops of precious rainwater makes a thirst-quenching drink in Northwest China.

Insights, Strategy & the Idea
Northwest China is one of the driest regions in the world and drinking water comes predominantly from the small amount of rainwater collected in water cellars. On the other hand, many people in Hong Kong take their clean water supply for granted. Our aim, was to raise public awareness on this problem and encourage people in Hong Kong to help by donating to build water cellars. Lotus Light Charity Society (HK)wanted to use an innovative media to arouse attention where people were close to water but never paid attention to it.