The Samaritans: Bookmarks

Advertising Agency: McCann Worldgroup Hong Kong
Creative Director: Sylvester Song
Art Director: Kit Yu
Copywriters: Don Ellis, Houston Lau
Photographer: Hei
Released: September 2009


dsklan's picture
1930 pencils

a franziskaner in hongkong, saubere gschicht!

mark3r's picture
1951 pencils

80% of the people who see this will take it... so I guess you guys are going to replace it a million times?? or put one between all the bottles? Not so effective to me...


Guest's picture

Taking it would be the objective. 1 out of 10 influence the other 9. Good effective marketing. Just wonder how the placement went down. Did they get permission to place? Or was it ask for forgiveness later?

Guest's picture

omg, u guys sound like account executives, who cares how many of'em will they have to replace, the important thing is people taking it, right?!

Guest's picture

Solid idea, seems like it would work, Tho I'm sure they would have print in the 10'000's

raadheesh's picture
39 pencils

effective....because most of the people are not art directors....ordinary people....

Raadheesh S
Graphic Designer -Artist
Sultanate of Oman

mikeelrapido's picture
1929 pencils

Just great placment..


Guest's picture

Agree. Sometimes "the idea" is the placement. This is a very original idea!!!! Love it!

Juan Cabral's picture
Juan Cabral
709 pencils

Hong Kong doesn´t look like a British colony, when it comes to advertising.

Advertiser who won 10 or more lions in the last 10 years.
And I am not the real Juan Cabral, guys. So sorry for that!

Guest's picture

Great concept! Like it a lot

Guest's picture

This is a fanstastic idea! Well done guys!

Guest's picture

Great idea! Very targeted to the audience they are talking to - these people are not interested in ads, they want to kill themselves. What are great way to reach out to them- very smart and discrete. Well done, guys!

Guest's picture

love it

Honest Dave's picture
Honest Dave
233 pencils

Hey! free toilet paper.

Guest's picture

Jeez, Honest Dave.What's wrong with you, man? Why so negative? Maybe you should call the Samaritans Hotline?

Guest's picture

Really cool guerrilla campaign! Awesome and effective advertising.

Guest's picture

Guerilla is the way to go:

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