Cannes Lions

PEACE BY PIECE

SUDLER & HENNESSEY, London / ANIMALS ASIA / 2014

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Case Film
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Overview

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Credits

Overview

Description

Animals Asia asked us to help them raise awareness of the 130 or more bears trapped on a bile farm in Nanning, China. They specifically needed $5M help cover the cost of turning the bile farm into a first-of-its-kind sanctuary.

We developed a fully integrated online-offline idea aimed at existing and potentially new donors.

Peace by piece asks donors to contribute to the conversion of this farm into a sanctuary. The big idea is to engage with donors by showing them the plans for the sanctuary and specifically how their money will be used. Along with this big idea we developed the campaign name/logo, microsite, banner ads, eDM, offline DM and a short film.

The campaign has only just been launched but the phase 1 DM to existing donors created great awareness and commitment from this pool of stakeholders.

Execution

We only had 6 weeks from brief to big idea and working microsite (the key element of the campaign).

Critically, donation capability was also integrated into the site so a visitor could donate right from the microsite itself.

In just three words, Peace by piece conveys the ultimate goal of the campaign - peace for these bears, but also touches on the big idea where donors see the specific pieces of the sanctuary that are needed and where their money will go to. Animals Asia felt that this big idea was new, different, on-brand in terms of the charity and potentially usable for further rescues.

The campaign was up and running by mid March 2014 - following a brief 6 weeks earlier.

There has been some early celebrity endorsement and pledged support of the campaign. Notably, the cast of Downton Abbey (will be providing a short film to put on the site), Olivia Newton John and Ricky Gervais... ...more to come as campaign unfolds.

Judi Dench: https://www.youtube.com/watch?v=A2yQcYkrNbU \

Olivia Newton John: https://www.youtube.com/watch?v=FLV2V-Z3M3k

Downton Abbey cast: https://www.youtube.com/watch?v=6d7He4B_e7g

https://www.youtube.com/watch?v=NoRaWpmbVPo

Outcome

The campaign has only just launched so no hard metrics yet.

The 'soft launch' to a smaller group of high donors and celebrities has been very well received.

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