The Tape Pledge | 承诺胶带

On June 22, 2017, <The Tape Pledge> won two Lions at the Cannes Lions International Festival of Creativity: Bronze in the categories of "Public Interest & Non-Profit" and "Small Environmental Media Use".

In the same year, <The Tape Pledge> won the Gold Award in the Public Service Marketing category at the China Golden Web Awards.

2017年6月22日，<承诺胶带> 在戛纳国际创意节擒得双狮：“公益及非营利”、“小型环境媒体运用”两项媒介类铜狮。

同年<承诺胶带>在金网奖上获得公益营销类金奖。

Challenge

Illegal animal hunting is still happening every day, as long as animal product buyers exist.

虽然有大量的公益广告倡导，但只要动物产品“买家”的存在，非法猎杀动物的行为就会每天发生。

Finding

China's e-commerce platform sends out 30 billion packages every year.

我们发现，中国电商每年会寄出300亿个包裹，覆盖国土每个角落。

Idea

We created the "Pledge Tape" on delivery boxes of the popular e-commerce site Suning.With sandwich structure and prints of wild animals, when the tape is cut open, red paint "bleeds out" from the animal parts that hunters are greedy for.

Thrilled by "blood", consumers are invited to make the pledge - "don't become an animal slayer”

在电商巨头苏宁的快递箱上，我们创造了“承诺胶带”。

通过特殊的夹层工艺处理，印着各种珍稀动物的胶带，在划开时，微量红色颜料会从动物们被贪婪索取的特殊部位渗透出来。在被触动的当下，邀请消费者扫描二维码，作出“不做动物杀手”的承诺。

Value

With delivery boxes- medium with the highest coverage rate, these interactive "Pledge Tape" are making 448 million (stat. June 2016) online shoppers become guardians of those precious animals.

有鲜明互动刺激的”承诺胶带”，结合覆盖率极高的快递包裹，有机会将 4.48 亿网购买家成为这些珍贵动物的守护者。