Mobile (including Apps)

Missing Children

JWT Beijing

Baby Back Home Volunteers Association

Bao Bei Hui Jia

CAMPAIGN SUMMARY

Baby Back Home (Baobeihuijia.com), China's search group for missing children, helps families by publishing missing profiles on their website. Parents need to go through thousands of profiles to identify their children. Unfortunately, the website of Baby Back Home was not as accessible and visited as intended, little success was achieved. Since the group did not have enough budget for advertising across the country, the public’s awareness was relatively low. In a country as vast as China, the likelihood of finding the missing children is low. Years can pass without any news. This meant we needed a more visible and impactful solution for Baby Back Home. Since “missing children” were already a common social problem in China, people were no longer surprised by the situation and gradually became by-standers. We needed to give people a reason to get interested and help search the missing children from every corners in China, motivate them to become proactive doers from by-standers. We decided to subtly interfere with the daily habit – taking photos of everyday life and make it an act of charity by using a simple APP. We wanted to achieve maximum exposure for Baby Com Home and bring it to the public’s awareness.

ASB Like Loan

Saatchi & Saatchi

ASB Bank

ASB Bank

CAMPAIGN SUMMARY
[CONFIDENTIAL]

Shop Elsewhere

Ogilvy & Mather Group, Hong Kong

Shop Elsewhere

Shop Elsewhere

CAMPAIGN SUMMARY

Hong Kong is a famous shopping destination, yet independent designers struggle to gain new clients. As they can’t afford prime store locations or big marketing budgets, we created Shop Elsewhere - an innovative approach to business and unique in-store experience to help them gain new clients. Shop Elsewhere is a designer ecosystem created to recommend each other’s products to their shoppers. Shoppers scan QR-coded tags on items in-store that suggest another item to buy from another collaborating store, along with details and map to this store. With this cross-referral model, each designer grows their reach and creates an added-value experience for customers, who trust the recommendations of their favourite designers. 5 designers collaborated within the first week offering recommendations for more than 40 combinations and it’s still growing with now nearly 20 designers participating. It has featured in marketing and lifestyle media, and received interest from independent designers from abroad and B2B companies, like American Express, now considering adapting the ecosystem for its own business model.