Cannes Lions

DIRTY SHOES

DAEHONG COMMUNICATIONS, Seoul / RED CROSS / 2013

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Overview

Entries

Credits

Overview

Execution

Thus, Korean Red Cross decided to carry out a new type of campaign to arouse interest from many people and encourage them to give a hand to children suffering from paediatric cancer including Chan Hee who, at 7 years old, suffers from a special cancer which is a muscle cancer in the chin.

Outcome

A total of 500 ideas were donated through the 'IDEA DONATION CAMPAIGN' and 60 million won was donated during the period of the 'DIRTY SHOES' campaign so that the total amount of donation was 65,780,000 won.

In addition, viral marketing of the 'IDEA DONATION CAMPAIGN' and 'DIRTY SHOES' was made on SNS as well as major media and online news sites in Korea such as Hankyoreh, Hankook Ilbo, OSEN, Chosun Ilbo and Financial News.

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