Best of Show – Agency

Saatchi & Saatchi

Meanwhile, Saatchi & Saatchi took home a large haul of six gold, five silver and two bronze trophies. Across the three campaigns it entered, the campaign “Open to Art”, which was done for its client HSBC Hong Kong, won four gold and three silver trophies.

The agency’s campaign with New World Development – “Share for Good” – also won two golds, two silvers and one bronze.

The idea of the campaign came as NGOs in Hong Kong were facing serious issues with donations during the pandemic, where costs were rapidly rising and fundraising events were drying up with no-person events allowed. The “Share for Good” campaign aimed to solve the inherent issues with NGOs in Hong Kong and reimagine what successful giving could look like.

During the three-week campaign, the agency created “Share for Good”, a digital platform that allowed NGOs to communicate their work, goals and needs, whether in funding or in-kind. Institutions, corporations, and even individuals, could then “match” with the NGOs to donate against their needs.

The agency also developed partnerships with hospitals, medical supply companies and logistics experts to help with the most in-demand in-kind donations, as well as developing a dedicated team to help monitor the donation process, including helping NGOs with auditing to ensure every dollar of the proceeds was used to the fullest.

In just the campaign period alone, the campaign received donations from over 1400 institutions, corporations, restaurants and schools. This even helped change the perception of New World Development in Hong Kong. During the same period, social mentions increased by 30%, and negative social sentiment dropped from 20% to 14% for the first time since the pandemic.