+

ONE PHOTO ONE ACTION 2011

+ AGENDA

1.Client’s brief

2.Project Insights

3. Our Proposal

4. Project Outcome

+ 1. PROJECT BRIEF

Client Canon

After many years with CSR program “ Vì một Việt Nam xanh”

Canon briefed T&A Ogilvy a program that :

+ More engaging with young people

+ Have actual and meaningful impact on the society

+ Continue the ideas of previous year about Environment protection.

+ 2. PROJECT INSIGHTS

+ SOCIAL ISSUES IN VIETNAM

Among those issues, the problem of polluted environment and exhausting resources has been the most significant concern in recent years in Vietnam.

In big cities such as Ho Chi Minh City or Hanoi, the problem of garbage, waste and un-degradable plastics bags is becoming alarming.

One reason for those environmental problems is partly due to the bad habit of the many Vietnamese people in terms of resource usages and garbage dumping

+ TARGET AUDIENCES’ INTERESTS

Target audiences of this year CSR campaign are:

- Young people up to 25 years old

The interests of most youngsters (our target audiences) these days are:

Internet /Computers

Celebrity

Travelling

Fashion

Photography

+ WHAT CANON BEST SELLS

Canon’s power lies in the IMAGES:

- “A pictures tells thousand words”

- It relates closely to our products

- Canon’s products are of great interests from the youngsters

+

ONE

PHOTO

ONE

ACTION

Progam

Image

Solutions

Entertainm

ent stars,

Internet,

Photograp

hy…

Environm

ental

pollution

and

Public

behaviors

THE CONCEPT

SOCIAL

ISSUES

TARGET AUDIENCE’S INTEREST

WHAT CANON

BEST SELLS

THE CAMPAIGN CONCEPT

+ THE CAMPAIGN IDEAS

Each photo in the campaign will initiate an action from the

public to protect the environment

+ 3. OUR PROPOSAL

+ PROGRAM CORE IDEA

A partnership

between

Canon,

photographer

s and

Celebrities

to deliver

Green

Messages

on “Action Bags” or other means ..

to community…

By…

+ PROGRAM FRAME WORK

01.

Partnership

Establishm

ent

02.

MESSAGE

PRODUCTION

04. PUBLIC RELATIONS ACTIVITIES

03.

MESSAGE

DELIVERY

+ PROGRAM FRAME WORK

PHOTOS

1 photo = X million

Supporting communications activities

Environmental

activities

One Photo

One Action

FUND PHOTOGRAPHERS

CELEBRITIES

Public

engagement

+ Picture – Theme Option 1

The theme of the pictures will be “DON’T IGNORE” which send the message that “Do not ignore the problems of environment around you. Look and Act to change it for a better future”

Each picture will be the portrait of the celebrity with a symbolic act such as covering their eyes, mouth, nose, or ears to represent the ideas of ignoring what is happing around you.

Each celeb can work with the photographer and PR agency to choose an expression of themselves => to give the chance for the celeb to tell their own stories and send their own messages and about protecting the environment

+ Samples

+ The picture layout

Do Plastic bags are one of the

killers of the environment.

Don’t cover your eye with

it !

Lady Gaga by Joe Dane for “One Photo One Action” Fund

Plastic bags are one of the

killers of the environment.

Don’t cover your eye with

it !

+ The picture layout

Plastic bags are one of the

killers of the environment.

Don’t cover your eye with

it !

Lady Gaga by Joe Dane for “One Photo One Action” Program

Tagline:

The

message

about

environ

ment

that the

Celeb

wants to

send

One eye is

covered

Credit of the artist, photographer,

and the Program

+ Picture – Theme Option 2

The theme of the pictures will be “SHOCK” which will send about the pollution or environment problem

Each picture will be the image of the celebrity that contains some messages about environment

Each celeb can work with the photographer and PR agency to choose an expression of themselves => to give the chance for the celeb to tell their own stories and send their own messages and about protecting the environment

+ Samples

Do Plastic bags are one of the

killers of the environment.

Don’t cover your eye with

it !

Plastic bags are one of the

killers of the environment.

Don’t cover your eye with

it !

+ Layout

Don’t let plastic bags cover

our future

XYZ by Joe Dane for “One Photo One Action” Fund

+ Layout

Don’t let plastic bags cover

our future

XYZ by Joe Dane for “One Photo One Action” Fund

Tagline:

The

message

about

environ

ment

that the

Celeb

wants to

send Credit of the artist, photographer, and

the Program

+ 4. EXECUTION

+

How did it work ? We invited 15 top celebrities of different areas to

be part in the campaign by sending their

messages about the environment via creative

pictures.

+

TH

U M

INH

+

KH

AN

H T

HI

+

HA

AN

H

+

VĂ

N M

AI H

UO

NG

+

HO

NG

AN

H

+

365 A

LB

UM

+

FIN

AL A

RT

WO

RK

+

FIN

AL A

RT

WO

RK

+

UY

EN

LIN

H

+

VIE

T N

GA

+

DU

C T

UA

N

+

QU

OC

TH

AI

+

TIE

N D

OA

N

+

HO

AN

G T

HU

Y L

INH

+

KH

AN

H L

INH

+

BA

GS

+

+

PH

OT

O C

ON

TE

ST

+

How did it work ? The pictures were then printed on canvas bags and sold to fans.

A book with stories about each picture was published .

Money from bags selling was used for cleaning the environment and further educate the youth

+

EV

EN

T

+ THE RESULT

OPOA received great comments from the press

and public for being a creative campaign with

beautiful images and meaningful messages.

216 K of searched

results on Google

50 + news, TV and

thousands of social

posts after the

launching event

~800 Bags

sold to fans

100s of

pictures

for the

photo

contests

14 K fans after 3

months of

campaign

+ SUMMARY & KEY LEARNINGS

On overall, OPOA was a successful campaign with lots of

positive feedback and outcome.

However, there are places where we can improve

1. Stronger and well connection between: OPOA with other programs of

Canon ( Photomarathon, Canon EOS Academy, Help with love..etc)

2. Social activites to follow OPOA more closely and amplify the activities

from the beginning to the end.

3. Partner with other other brands /media to strengthen the effects of the

campaign

4. The Actions that make OPOA a meaningful campaign.