Advertisement

Chopsticks

Published/Aired: 
May 2007
 Chopsticks

Description

JWT devised a simple and low cost solution in order to reach Think Centre's target of financially independent adults at a time when they would be most motivated to react. The idea was to grab the attention of diners in restaurants during Chinese New Year, a period of great feasting and celebration. 650 specially commissioned chopsticks packs were placed at tables all around the country. When the diners opened the pack in order to tuck into their food, they found that one of the chopsticks was broken. Attached to it was the message, 'Landmine victims find it difficult to feed themselves', with a website to visit to make a donation.

Advertising Agency: JWT, Singapore
Log in or register to post comments
A. J. SMITH's picture

A nice placement, and a nice way of using the object.

You would maybe feel irritated by the fact you would need to ask for fresh chopsticks to eat your food, but this would be eclipsed by the feeling that you were lucky you weren't a landmine victim.

Bravo!

9.5/10

-----------------------------
It's only an ad.

A. J. SMITH
Activity Score 2822
spiderwankmonkey's picture

I hope the food measured up to the target, other wise he\she is definitely going to leave with a bad after taste.

spiderwankmonkey
Activity Score 64
Copywriter |

Jabba Shalla Ba Baby!

A. J. SMITH's picture

Your name is awesome btw.

-----------------------------
It's only an ad.

A. J. SMITH
Activity Score 2822
roman-schwienbacher.com's picture

phantastic, absolutly great idea

roman-schwienba...
Activity Score 1021
Photographer
ellehcimeo's picture

Too bad they couldn't get more than 650 chopsticks. That sounds like a really small number to me.

ellehcimeo
Activity Score 3376
Art Director
Minimum's picture

Hey looky here, my ol' gal is here. Happy to be back snuggums.
---
...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

Minimum
Activity Score 1430
Graphic Designer |

---
...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

Rog's picture

OUR ol' gal, thank you very much, Mini. ;)

Rog
Activity Score 6080
Copywriter |

>>>> That's not an ad. THIS is an ad.

Minimum's picture

yeah well, it seems shes just yours these days. She seems to ignore me :(
---
...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

Minimum
Activity Score 1430
Graphic Designer |

---
...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

no-ideas-original's picture

Very clever but I agree 650 isn't really enough.

no-ideas-original
Activity Score 106
Other
juliangray's picture

This is terrible its a blow below the waste. You DO NOT tell to people that is about to eat about Landmine victims, dear god!

It only generates anger thowards the organization (kinda the PETa effect). They went too far on this one.

The message gets thru but in the wrong way. You dont need a person to feel guilt to donate, you just gotta make him WANT to colaborate. If they feel guilty they will at most donate enough to get that weight lifted.

juliangray
Activity Score 987
Art Director
Advertising Pawn's picture

This is a great idea. Intrusive for sure though.

http://adpawn.ovh.org

Advertising Pawn
Activity Score 419
Other |

_________________________________

Join the rarely updated ad orgy here: http://www.advertisingpawn.com

whitespace's picture

Chinese restaurants generally will not support this kind of ideas because it symbolises very, very bad luck. Whoever started this did not have proper understanding of Chinese superstition.

I don't remember seeing it or even hearing about it. Might be just a scam.

whitespace
Activity Score 1953
Creative Director
Spanky's picture

it's probably fake. giving someone a broken chopstick is like cursing them. it's especially bad around chinese new year.

Spanky
Activity Score 4899
Other
jennywhx's picture

yes, i am imaging my father's face when he see the broken chopstick around Chinese new year, i am sure he will complain to the restaurant with black face. i don't really think it is efficient enough to link broken chopstick with "can't feed themselves".

jennywhx
Activity Score 1142
Other |

http://jennywhx.blogspot.com jwhx:Visionary

ellehcimeo's picture

Well, there were only 680 placed in restaurants. What would that affect? Like an hour across the city? Hardly enough to create any real buzz I would think. Considering the population size, of course.
I didn't realize it would be bad luck! Poor form on their parts! Thanks for the info guys!

ellehcimeo
Activity Score 3376
Art Director
Ainadaliel's picture

Obviously this is a scam.

Ainadaliel
Activity Score 271
Copywriter
puppiepoppy's picture

Yup, definitely a scam! Totally insensitive to local cultural context. Morever, it disrupt the big feast one intend to have, and I don't think it's going to provoke the diners to act immediately.

puppiepoppy
Activity Score 1634
Creative Director |

www.michaelwongcc.com

cp's picture

Original and a nice idea, but really broken chopsticks during Chinese New Year isn't friendly to
some folks.

cp
Activity Score 354
Creative Director
Fk Mikenj's picture

thanks for the info, hmm, original and nice idea
should they hide the tag and change the item?

Fk Mikenj
Activity Score 197
Graphic Designer
kandi's picture

i think it's corny to use chopsticks to symbolise legs.

kandi
Activity Score 204
Art Director
me thinks's picture

Call the manager, now.

me thinks
Activity Score 722
Copywriter
Ainadaliel's picture

Nice idea. But it all boils down to this: how many people threw away the chopsticks and the paper with the piece of information? And how many people actually kept that piece of paper and donated?

Clever use of chopsticks as legs. But I don't think it would make people sit up and do something about the problem of land mines.

Ainadaliel
Activity Score 271
Copywriter
Rog's picture

Spot on answer to the brief. :)
Love to know how it went.

Rog
Activity Score 6080
Copywriter |

>>>> That's not an ad. THIS is an ad.

Tapper's picture

There is some logic missing here, broken leg, broken chopstik, and then line does not relate

Strip. Strip. Strip.

Tapper
Activity Score 490
Copywriter
Tapper's picture

Who eats with their legs?

Strip. Strip. Strip.

Tapper
Activity Score 490
Copywriter
A. J. SMITH's picture

Anyone with half a brain will make the association. Not translate this literally.

Irrelevant comment.

-----------------------------
It's only an ad.

A. J. SMITH
Activity Score 2822
ellehcimeo's picture

I thought it was kind of funny. I didn't think he meant it litterally. Hm. Wonder what he did mean.

ellehcimeo
Activity Score 3376
Art Director
Tapper's picture

Strip. Strip. Strip.

Why do landmine victims find it difficult to feed themselves? Sorry I can't eat, I can sit at a table with both hands able, but I can't feed myself? The thought isn't complete / full circle.

Tapper
Activity Score 490
Copywriter
Featured Content

Latest Collections

Advertisement