LG and Y&R Vietnam turn facemasks into quilts for LG washing machines campaign

16 April, 2012


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HO CHI MINH CITY — Y&R Vietnam recently embarked upon an innovative campaign for LG Washing Machines which helped save the environment as well providing employment, and comfort to those in need.
 
Background
Vietnam is a market synonymous with ‘two-wheelers’, with one in four of the country’s 91 million population estimated to own a motorcycle – moped penetration is particularly high in the country’s major cities. So almost everyone wears a facemask, sold on every street corner for around US$0.33 cents. And almost everyone throws their face mask away when they are done with it.

Aim
LG’s aim was to collect discarded facemasks and put them to good use. This would not only lessen the environmental impact of facemasks being thrown away, but could also create gainful employment and provide warmth and comfort to the needy. Used facemasks could be collected, washed and turned into bright patchwork quilts to donate to local orphanages.

Execution
People were asked to donate their used facemasks, which were then washed thoroughly using the LG Allergy Care Washing Machine. Seamstresses were employed to sew the clean facemasks together as patchwork comforters, at a labour cost of US$12 per quilt. The quilts were then donated to children at orphanages in Ho Chi Minh City.

Results
75 per cent of people donated their facemask on the spot, and 68 per cent of people donated more than once, including from family members. The weekly collection quota was exceeded by an average of over 40 per cent. The year-long project is still ongoing. The project helped the environment, provided employment, and provided comfort to those in need.

Campaign credits:

Client: LG
Agency: Y&R Vietnam
CEO: Matthew Collier
ECD/Copywriter: Kit Ong
ACD: Lawrence Valencia
Producer: Clariss Alvarez
Senior art director: Huy Nguyen
Art director: Vuong Nguyen
Art director: Khoa Lam
Copywriter: Thach Thao Nguyen
Copywriter: Le Nguyen
Photographer: Alex McMillan
Designer: Mita Vu
Digital creative: Hung Nguyen
Account director: Dung La
Account executive: Hau Pham
Account executive: Tuan Pham

Notes to Editors

Media enquiries:
Magz Osborne
Regional Communications Director
Y&R Asia
Tel: +65 6671 3106
Mobile: +65 9029 9271
Email: magz.osborne@yr.com

About Y&R
Y&R is one of the world's leading global marketing communications companies. The agency’s work spans the communications spectrum and reflects the transformation that digital has driven across all media. We bring together the most experienced and most passionate leaders in strategic planning, channel planning, digital proficiency, and creative to create exceptional storytelling campaigns that build strong connections between our clients and their customers all around the globe.

In the past few years, the agency’s work has gained strong recognition by the industry. Y&R moved up to #6 from #14 on the Gunn Report and RKCR/Y&R is #1 in the U.K. and ranks #5 on Gunn's most awarded agency table. In 2010 at Cannes, Y&R was the #3 network worldwide. Y&R New York was the most awarded in the U.S. and #2 worldwide. The agency was also Network of the Year at the Art Directors Club, London International Awards and EPICA. This past year, Y&R added Network of the Year honors from the Dubai Lynx Awards to its credits and held on to the #1 ranking at the Art Directors.

Y&R has 186 offices in 90 countries around the world. Its clients are some of the world’s most prestigious global brands, including Virgin Atlantic, Xerox, Revlon, Beeline, Campbell’s Soup Company, Colgate-Palmolive, Danone, GAP, Land Rover, MTV, LG and Telefonica, to name a few.

About Y&R Asia
The Y&R Asia network is headquartered in Singapore and has offices in China, Hong Kong, Japan, the Philippines, Vietnam, Indonesia, Thailand, India and Malaysia.

The Y&R Philosophy – Resist The Usual
We are united around a single mission: To Resist the Usual. This philosophy is at the heart of everything we do – our approach to business, our creative product, client relationships, our people. We live to innovate, to differentiate ourselves and our clients.

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