Bldg Bloc was an online-driven campaign for a British non-profit, whose sole
purpose is to help Nepalese children. The project was sponsored by Creative 8
partnership in Hong Kong, The organization needed concepts for a campaign that
could spread virally and on the web, as well as raise awareness for their cause.
Their name needed a lot of work also. (It was CWS, for Child Welfare Scheme,
when they came to us.) We surveyed market research to find a demographic who
would respond most enthusiastically, and then developed a strategy that would fit
into their lifestyle patterns. The result was a campaign that merged consumption
with donation and personalized the experience of giving.
Online, the campaign allowed one to customize his/her own shipping boxes with a
color, a Nepalese pattern, and a personalized message. The result would not only
translate into a material “bloc” that one could use to send a gift to a friend, but also
an icon that one could post to social sites and show their involvement. The campaign
also partnered with musical artists and created a ‘music bloc of the week’, that could
be shared online – driving traffic to the website. Outside the web, the campaign
teamed up with mall stores and customized packaging that consumers could pay an
extra dollar for. I worked on this project with Brenda Abrica, and Charlie Fingal.
We presented it to CWS at Creative 8 Partnership in Hong Kong.
