Beijing Dentsu creates socially conscious ‘Year of the Dog’ themed stunt for SPD Bank

Beijing Dentsu created a socially driven campaign ‘The Longest Wait’ for the Shanghai Pudong Development Bank (SPD Bank).

With 2018 being the year of the dog according to the Chinese calendar, several brands went into overdrive trying to establish a tie-in between their products and canines.

The agency decided to add a social dimension to their Year of the Dog work for SPD Bank.

It involved creating an investment product, part of the sales of which would go to training more guide dogs for the blind in China.

There is apparently only one national centre for guide dogs which means those wanting such an animal, typically have to wait eight and a half years.

The bank dispensed coupons to customers who visited its branches claiming their wait time to be serviced would be eight and a half years.

Irate customers who complained were then informed about that being the time it took for a blind person to get a guide dog. They were then invited to buy into the investment product, and help reduce the wait.

According to Beijing Dentsu, the campaign sold $145,000 worth of product, earned plaudits on Chinese social media, and managed to reduce the wait time for guide dogs from eight and a half to seven years. 


Chief creative officer: Kazuki Tsuburaku

Executive creative directors: KC Aui, Li Zheng

Creative directors: Hoshino Manabu, Toma Yang

Associate creative directors: Sweemei Loo, Andrew Shee

Copywriter: Meng Qian

Art directors: Eric Pang, Dylan Huang, Sandy Gao, Omi Chen

Account director: Cherry Gu

Agency executive producer: Yang Wenjie

Project director: Rony Chan

Film director: Chuan Ma

Executive producer: Bin Zhang Wei

Sound production: Ghetto Blaster Audio House


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