On October 19, 2017, the 2017 ROI Festival ceremony was held in Shanghai. Among more than 3,000 entries, Beijing Dentsu stood out with the Re_PIZZA and the Discovery of the Original Power, which respectively won 1 silver and 1 bronze in the corporate social responsibility category.
There are a large amount of food wasted in the kitchens of many restaurants every day. To resolve this issue, Beijing Dentsu CDC China joined 6 well-known restaurants in Shanghai Xintiandi to carry out the Re_PIZZA public service campaign. We collected the remaining surplus ingredients in the restaurants every day to cook a variety of pizzas which sold at a price of 5 Yuan/slice. The campaign recycled 60KG ingredients to make pizzas, and it raised a total of 7340 RMB. All donations were given to the global non-profit organization "THE GLOBAL FOOD BANKING NETWORK," which would provide about 16,000 meals to hungry children who are suffering from starvation.
Silver Award winning work - Re_PIZZA
Giving hope it can join hands with young mothers to protect the first and truest thoughts of the babies. So, we chose painting as a creative idea to create the Discovery of the Original Power campaign. We invited post-85s and 90s young mothers to complete the videos with their babies. With real stories told by the mothers, Giving remind the young mothers who have no experience in parenting to avoid using the adult perspective to examine the pure and original thoughts of their children, which resonate with the target consumers, and increase brand favorability.
Bronze Award winning work - Discovery of the Original Power
CDC China CD Tan Si (left), representative of the winning team of the Re_PIZZA
* ROI Festival: the ROI Festival is the world's first Business Creativity Awards. ROI Festival is designed to reward the most creative brands and enterprises, to encourage companies in the creative field to achieve the maximum market returns with the smallest budget.