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McCann Erickson launches campaign for Jet Li charity
by Benjamin Li
8-May-09, 10:46
HONG KONG - The Jet Li One Foundation has launched a teenage-focused mini website to promote its 'One Family One Walk' charity event to commemorate the first anniversary of the Sichuan earthquake on May 12.
Developed by McCann Erickson Guangming Hong Kong, 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.
The site also has a mobile virtual walking game and an interactive animation cheering messaging tool.
This is the agency‘s first campaign for Jet Li’s One Foundation after winning the account last March. Digital shop Rice 5 assisted with production duties.
“It's so meaningful for us to use our creativity to help people. I particularly love the idea of ‘sharing shoes’. It's so good that people can ‘share’ the walk in such a way. Unfortunately, we could not mange to include more celebrity shoes for bidding,” said Nick Lim, creative consultant for McCann Erickson Guangming Hong Kong.
“We have done some projects in the past for charity organisations, and because of their limited resources, they may only be able to get one or two celebrities to help with campaigns. But with Jet Li’s personal network in the showbiz industry, he could pull in many big celebrities like Zhang Yimou, Daniel Wu and Christy Chung,” he added.
Banner ads will run on Yahoo and Taobao, along with print ads across China and Hong Kong to attract interest from young netizens.
‘One Family One Walk’ is an outdoor event that includes a 5.12km charity walk involving 100-selected celebrities, rescue workers and their families, as well as some of the earthquake victims.
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