Ad Nut
Jun 1, 2017

China's HNA Group flexes CSR muscle in NYC Times Square

HNA Group, an investor in Ghana's Africa World Airlines, is running a Times Square campaign to save Ghanaian girls' lives.

Achievement comes in all forms, and it seems like nothing shouts "I've arrived" for many Chinese companies as loudly as having their logo blinking on a New York Times Square billboard. Perceived as the centre stage of America, the prime media space holds symbolic value in the Chinese imagination. The latest company to debut there: HNA Group—a Fortune 500 company now on a global shopping spree to eventually be among the world's 100 largest companies.

HNA's #ShareMoreDreamMore campaign was launched last week and will run through 4 June to raise awareness around the Ghana famine. Onlookers who wave their smartphones in front of the billboard will be directed to access a mobile website, www.hnadreams.com. They will see the amount of food multiply on the outdoor screen, and the total number of participants who support the cause will be shown.

Billups and Outfront Media secured the premium media space, while WE Marketing created the interactive campaign. The conglomerate client is not just buying up media space though, it is also buying an entire NYC office tower, reportedly one of Manhattan’s priciest, for US$2.21 billion.

Ad Nut notices that the bigger the company, the more emphasis is placed on corporate-social-responsibility efforts. To quote Milton Friedman though, there is one and only one social responsibility of a company—to increase its profits. 

 

 
Ad NutAd Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. Check out Ad Nut's Advertising Hall of Fame.
 

 

Source:
Campaign China

Related Articles

Just Published

1 day ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

1 day ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

1 day ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

1 day ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.