One Foundation’s “One Walk” charity event won the 2009 Kam Fan Awards organized by the HK4As on November 6th, 2009. The interactive and direct Kam Fan were awarded to One Foundation’s “One Family One Walk” campaign, designed by McCann Erickson Hong Kong, the promotional partner of One Foundation.
A Month later, the “One Walk” campaign grabbed the Grand Prix of LongXi Awards in the “Break the Rule” category of “Catch Awards”.
Origin
The Wenchuan earthquake gave rise to rethinking of life’s purpose. To mourn the passing of the victims and cheer up the survivors, One Foundation launched the “One Family One Walk” campaign, which features hiking with more than a hundred family members to epicenter Yingxiu county and a virtual trek on the Internet so that family members all over the world can join the event.
The idea
McCann Erickson Hong Kong, One Foundation’s promotional partner, developed a website to encourage online participation. The website features three main activities such as celebrity shoe bidding where celebrities like Jet Li and Daniel Wu will wear one shoe for the walk and auction the other on Taobao.com.
In just a few weeks, the website attracted hundreds of thousands netizens. The visitors joined online bidding, downloaded games and uploaded their own photos.
McCann Erickson Hong Kong’s executive creative director Mr. Spenser Wong spoke highly of the originality of the campaign. He said the design is a rare combination of creativity and feasibility to help the people in need, adding that the whole creative crew felt excited and honored to help Sichuan people in their own way.
One Foundation executive chair Ms. Zhou Weiyan appreciated McCann Hong Kong’s design, she was glad that the charity event won high-level recognition. She said that all efforts were well expended and the project would continue. Ms. Zhou said she hoped the two sides can work on other projects in the future.
One Family One Walk：www.onefamily.org.cn/onewalk
Event highlights：http://oneintegrated.myftp.org/
Award-winning articles： http://www.media.asia/newsarticle/2009_11/Leo-Burnett-bags-Grand-Prix-at-Kam-Fan-awards/37805 |
