LG Werbung, Fallmethode FACEMASKS INTO QUILTS Y&R Ho Chi Minh

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FACEMASKS INTO QUILTS

In die Sammlung hinzufügen
Notiz hinzufügen
Branche Haushaltselektronik, Waschmaschinen
Medien Werbung / PR, Fallmethode
Markt Vietnam
Agentur Y&R Ho Chi Minh
Associate Creative Director Lawrence Valencia
Art Director Vuong Nguyen, Khoa Lam
Copywriter Le Huy Nguyen, Kit Ong, Thach Thao Nguyen
Designer Mita Vu
Producer Clariss Alvarez
Photographer Alex Mcmillan
Veröffentlicht März 2012

Kredite und Beschreibung

Category: Corporate Image & Information
Advertiser: LG ELECTRONICS VIETNAM
Product/Service: BRAND IMAGE / LG WASHING MACHINES
Agency: Y&R VIETNAM
Chief Creative Officer: Marcus Rebeschini (Y & R Regional Headquarters)
Chief Executive Officer: Matthew Collier (Y & R Vietnam)
Executive Creative Director: Kit Ong (Y & R Vietnam)
Associate Creative Director: Lawrence Valencia (Y & R Vietnam)
Producer: Clariss Alvarez (Y & R Vietnam)
Senior Art Director: Huy Nguyen (Y & R Vietnam)
Art Director: Vuong Nguyen (Y & R Vietnam)
Art Director: Khoa Lam (Y & R Vietnam)
Copywriter: Le Nguyen (Y & R Vietnam)
Copywriter: Thach Thao Nguyen (Y & R Vietnam)
Copywriter: Kit Ong (Y & R Vietnam)
Designer: Mita Vu (Y & R Vietnam)
Photographer: Alex Mcmillan (Alex Mcmillan)
Account Director: Dung La (Y & R Vietnam)
Account Executive: Tuan Pham (Y & R Vietnam)
Media placement: Laundry Baskets - Motorcycle Parking Areas - 1 March 2012

Insights, Strategy & the Idea
Vietnam is infamous for its traffic. There are over 25m motorcycles on the road. Pollution is rife and the majority of people wear face-masks made of cloth to protect themselves.

These face-masks are really cheap and before they are worn out they are thrown away - generally by the side of the road where they purchase their next. This is another form of pollution.

LG wanted to collect these face-masks and recycle them into something useful as part of its corporate responsibility program of giving back to society.

This exercise brings to life LG’s motto of Life’s Good.

Creative Execution
We set up collection baskets at motorcycle parking areas in Ho Chi Minh City. The donated facemasks were then washed with LG washing machines with allergy-care function.

The clean face-masks were next given to our contracted seamstresses to turn into quilts.

And finally, presented as gifts of warmth to orphanages in the city.

Results and Effectiveness
75% of people we approached donated on the spot. 68% of people donated more than once. The latter also included facemasks from their family members. We exceeded our weekly quota by an average of 40%.

Labor cost for one quilt was USD $12. So we spent just a small sum to make a big difference.

We gave our first round of quilts to orphanages in Ho Chi Minh City. This is a year-long program so the more face-masks we collect, the more quilts will be donated. We save the environment, provide employment and provide to those in need.