Pass On The Blessing
Save The Children
Issue 51 | June 2019
Agency
J. Walter Thompson Hong Kong
Creative Team
Executive Creative Director: Carlos Camacho Creative Director: Jam Wu Senior Art Director: Ping-Wai Wong Jr. Art Director: Josephine Wong Associate Creative Director: Kennex Ma English Copywriter: Paddy OMahoney Associate Creative Director: Kiefer Mckenzie
Production Team
Production Manager: Jimmy Pong Assistant Producer: Pocky Chau
Other Credits
Group Account Director: Samuel Yu Associate Account Director: Tracy Leung
Date
December 2018
Background
Situation. During Chinese New Year, red packets filled with money are exchanged between friends, family and co-workers as a way of passing on blessings and good fortune. Brief: increase donations for Save the Children during the festive season. Objectives: Raise money for the Save the Children charity.
Idea
A Creative twist on an age-old tradition. The tradition red packet was transformed into a quick and simple way for people to donate money, by designing them in such a way that when they are opened and unfolded they become a donation envelope. Postage is prepaid, so people simply turn the red packet inside out, insert money and place it in the post box.
Results
This year 2000 red packets were distributed and almost 90% were returned with a donation. They managed to redirect the goodwill of CNY towards children in dire need of help.