Cannes Lions

BRAND IMAGE / LG WASHING MACHINES

Y&R VIETNAM, Ho Chi Minh City / LG / 2012

Film

Overview

Entries

Credits

Overview

Execution

We set up collection baskets at motorcycle parking areas in Ho Chi Minh City. The donated facemasks were then washed with LG washing machines with allergy-care function.The clean face-masks were next given to our contracted seamstresses to turn into quilts.And finally, presented as gifts of warmth to orphanages in the city.

Outcome

75% of people we approached donated on the spot. 68% of people donated more than once. The latter also included facemasks from their family members. We exceeded our weekly quota by an average of 40%.

Labor cost for one quilt was USD $12. So we spent just a small sum to make a big difference.We gave our first round of quilts to orphanages in Ho Chi Minh City. This is a year-long program so the more face-masks we collect, the more quilts will be donated. We save the environment, provide employment and provide to those in need.

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