The Samaritans: Bookmark

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The Samaritans came to us with a very limited production budget, and absolutely no money for media. With this challenge, McCann Worldgroup Hong Kong came up with a cost-effective and highly creative solution – turn something as basic as a bookmark into an advertising medium. By placing these bookmarks in strategic locations such as supermarkets, convenience stores and libraries – we successfully reached out to our core audience of housewives, retirees and students in a more discreet and personal way, as opposed to using mass advertising. Along the way, we also achieved a creative solution with zero media budget.

Advertising Agency: McCann Worldgroup, Hong Kong
Executive Creative Director: Sylvester Song
Art Director: Kit Yu
Copywriter: Don Ellis, Houston Lau
Photographer: Hei

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