Cannes Lions

ADVERTISING GROUP

THE RETAIL COMPANY, Brussels / EURO RSCG / 2008

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Overview

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Credits

OVERVIEW

Description

EURO RSCG Group Belgium donated its Christmas budget to a good cause: SOS Faim (‘faim’ means ‘hunger’ in French). The brief was to come up with a Christmas card that explains this initiative to all our clients.

Execution

We took the initial initiative a step further by also cutting the creation and production costs, so we could also donate these saved expenses. We found the solution in recycling old and used Christmas cards. These were collected by all employees of the different agencies of the group. Inside the old cards we put a simple piece of paper explaining our initiative. When the paper is removed, the old original and crossed out text is shown.

Outcome

1,800 clients (650 Dutch and 1,150 French) all received a unique Christmas card, originating from one of our employees or his/her family. Several clients reacted enthusiasticly on this savings idea by returning the same card, signed with their own name.

The budget that was saved by this environmental friendly idea made part of the total donation to SOS Faim. Also, by mentioning SOS Faim in our Christmas card, this good cause came to the attention of all our clients.

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