jrscambodia.org: Chopsticks

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

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28 comments

A. J. SMITH's picture
A. J. SMITH
2838 pencils

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

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It's only an ad.

spiderwankmonkey's picture
spiderwankmonkey
64 pencils

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

A. J. SMITH's picture
A. J. SMITH
2838 pencils

Your name is awesome btw.

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It's only an ad.

roman-schwienbacher.com's picture
roman-schwienba...
1021 pencils

phantastic, absolutly great idea

ellehcimeo's picture
ellehcimeo
3522 pencils

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

Minimum's picture
Minimum
1496 pencils

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

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

Rog's picture
Rog
6094 pencils

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

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

Minimum's picture
Minimum
1496 pencils

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

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

no-ideas-original's picture
no-ideas-original
106 pencils

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

juliangray's picture
juliangray
987 pencils

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.

Advertising Pawn's picture
Advertising Pawn
419 pencils

This is a great idea. Intrusive for sure though.

http://adpawn.ovh.org

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whitespace's picture
whitespace
1953 pencils

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.

Spanky's picture
Spanky
4895 pencils

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

jennywhx's picture
jennywhx
1142 pencils

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".

ellehcimeo's picture
ellehcimeo
3522 pencils

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!

Ainadaliel's picture
Ainadaliel
271 pencils

Obviously this is a scam.

puppiepoppy's picture
puppiepoppy
1636 pencils

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.

cp's picture
cp
354 pencils

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

Fk Mikenj's picture
Fk Mikenj
197 pencils

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

kandi's picture
kandi
204 pencils

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

me thinks's picture
me thinks
722 pencils

Call the manager, now.

Ainadaliel's picture
Ainadaliel
271 pencils

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.

Rog's picture
Rog
6094 pencils

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

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

Tapper's picture
Tapper
490 pencils

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

Strip. Strip. Strip.

Tapper's picture
Tapper
490 pencils

Who eats with their legs?

Strip. Strip. Strip.

A. J. SMITH's picture
A. J. SMITH
2838 pencils

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

Irrelevant comment.

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It's only an ad.

ellehcimeo's picture
ellehcimeo
3522 pencils

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

Tapper's picture
Tapper
490 pencils

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.

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