Goodstein China rocks with the Mums of the Yi Minority for Tencent’s Charity Platform 9.9 with content driven ‘mum’s counterattack’ campaign

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Mums.jpgFor over a thousand three hundred years, Yi minority mothers in Yunnan China have earned their living from embroidery work. With embroidery machines replacing them, these women face the hardship of poverty. Many of them need to leave their children and homes behind to find jobs in the cities which results in the extinction of their craft within this generation.

Stitch.jpgrock.jpgStitch 2.jpgIn order to help these mums, Tencent and the China Woman’s Development Fund asked Goodstein to come up with an idea for a campaign that utilises Tencent’s Charity platform. “Instead of the usual tear jerking approach we asked ourselves what is the most unlikely thing that could happen in the mum’s village,” said Goodstein’s Creative Director and Founder Georg Warga.

The result can be followed via the content driven campaign “Mum’s Counterattack”. Beijing’s local Heavy Metal Band Yaksa learns how to embroider their jeans while the mums learn how to rock in exchange. The unexpected combination of these two unlikely groups and the interactions between them make for entertaining branded content rolled out on social channels throughout September.

The campaign also allows users to buy the handmade products of the mums via the HTML 5 campaign website. T-Shirts with handmade embroidery were designed by Shanghai Local Tattoo Artist Wu Qi as seen in the Yaksa Music Video shot for the campaign. For the second phase of the campaign Goodstein is currently looking for a fashion brand to jump on the band wagon. “We have a hundred mums, the best embroidery talent in China to produce cool fashion,” said Goodstein’s Creative Producer Maureen Sherrard.

The campaign is endorsed via the first Chinese wide online charity event on the 9th of September – the 9.9 Charity Day from Tencent. An online event that connects people, celebrities, corporates and creative agencies. Joining the cause is easy. “People can participate with their Wechat Accounts. Donating is as easy as booking a Taxi Ride through the Wechat wallet Gateway,” said Kai Yang, Project Leader from Tencent China.

Credits:

Copywriter, Director: Georg Warga

Creative Producer: Maureen Sherrard

Art Director: Oskar Zhang, Fuyang

Post Production: Attic Shanghai

Social Media: Energy Source

Client Service: Wednesday Chi