Kancil Awards

The Malaysian Advertising Awards

(12.1) Direct [Direct Mail] - GOLD, 8 Lives, Y&R Malaysia

Brief
More than 18,000 Malaysians are currently waiting for organ transplants. Unfortunately, less than 1% of the population are registered organ donors. We needed to increase the number of pledgers, especially during a series of health fairs across the country. For years, our client has been using statistics and facts to get people to register as organ donors. But the sign-up rate has been low. We had to adopt a new approach to emotionally move our audience to sign-up.

Solution
We wanted to show people the goodness organ donation brings, by letting the fortunate people who received organ transplants tell their heart-warming, life-changing stories to our audience. Each of these stories were handwritten and designed into beautifully-crafted laser cut leaflets that looked like a cut-out of a human body when the leaflet was closed. When opened, this leaflet stretches and reveals 8 different persons, each one featuring a touching story from the received from one person. This reflects how one organ donor can change the life stories of 8 different people.

Title
8 Lives

Product / Service
Organ Donation

Client
National Transplant Resource Centre (NTRC)

Executive Creative Director
Gigi Lee

Creative Director
Joshua Tay

Copywriter
Su-Yin Chong, Claira Chan, Jonn Dogra

Art Director
Shireen Ang

Designer
Shireen Ang, Shrny Chin, Goh Siow Werm, Evone Cheng

Illustrator
Shireen Ang, Shrny Chin, How Wei Zhong

Typographer
Shireen Ang, How Wei Zhong, Wayne Low, Azman Majid, Amzar Anizam, Evone Cheng, Alyssa Teh, JoshuaTay, Su-Yin Chong

Print Producer
T L Tan

Photographer
Image Rom

Client Service
Pravind Subramaniam, Shiori Muruyama

 

Kancil-PublicViewing

Public Viewing Site

 

Kancil-2017

Kancil Awards 2017 Winners

 


Kancil Awards YouTube channel View the Kancil Awards 2006 — 2015 winning entries on YouTube.