The Samaritans: Bookmark

The Samaritans came to us with a very limited production budget, and absolutely no money for media. With this challenge, McCann Worldgroup Hong Kong came up with a cost-effective and highly creative solution - turn something as basic as a bookmark into an advertising medium. By placing these bookmarks in strategic locations such as supermarkets, convenience stores and libraries - we successfully reached out to our core audience of housewives, retirees and students in a more discreet and personal way, as opposed to using mass advertising. Along the way, we also achieved a creative solution with zero media budget.