HAPPY TO DRINK WATER TOGETHER by Cheil Seoul for UNICEF (United Nations International Children’s Emergency Fund)

HAPPY TO DRINK WATER TOGETHER

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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR, Case study
Market South Korea
Agency Cheil Seoul
Art Director Youna Chung, Yubin Bang
Copywriter Misu Yi
Released October 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: UNICEF
Product/Service: CHILD WATER APPEAL
Agency: CHEIL WORLDWIDE
Date of First Appearance: Oct 19 2009 12:00AM
Entrant Company: CHEIL WORLDWIDE, Seoul, KOREA
Art Director: Youna Chung (Cheil Worldwide)
Art Director: Yubin Bang (Cheil Worldwide)
Copywriter: Misu Yi (Cheil Worldwide)
Media placement: Promotional Gift - tea bag - 19/10/2009

Results and Effectiveness
Merchandise a tea bag illustrating a child carrying a bucket. When customers drink this tea, 100 won (=10 cents) are donated to African children. It automatically results in African children safe drinking water. (100 won (=10 cents) are donated to purchase water purification tablets to purify 4-5 litres water)

Creative Execution
1. DUNKIN' DONUTS & UNICEF co-promotion. 2. Make cute merchandise preferred by young people. 3. Sell merchandise at a price including donation. 4. Make customers enjoy the happiness of donating while purchasing merchandise they can use.

Insights, Strategy & the Idea
The main customers for Dunkin' Donuts are young people. Creating an easy donation plan for Korean young people to support children suffering from lack of water.