Public Health Bureau Of Shanghai – The 70-Meter Spit
Posted: September 29, 2011 Filed under: Ambient, Cannes Lions, Case History, China, Design, Social | Tags: 70-meter spit, germs, graphic designers, Ogilvy & Mather, Public Health Bureau Of Shanghai, raffiti artists, Shanghai Leave a comment »
Spitting is a national habit in China. The Public Health Bureau Of Shanghai wanted an anti-spitting public awareness campaign targeting migrant workers in Shanghai. Most migrant workers have been educated the sputum in spits contains germs that spread diseases. But many do not know the germs are not contained within the spot of the spit. The wind helps to carry the germs that are in the spray of the spit to further distances. According to the Public Health Bureau Of Shanghai, germs can spread to as far as 70 meters depending on the wind conditions. So how do we make them see this fact?
The solution is simple: make the germs visible. Make the message obvious to the migrant workers. We created charcoal artworks that show how far the germs could spread from its source. A total of 51 artists consisting of graffiti artists, graphic designers, and fine arts students were involved in this gigantic piece of social art. And in the middle of the artwork we have an arrow that points to a spot of spit. On the arrow we fit in the message. We chose places that are near the migrant workers’ living quarters to showcase the artwork.
Results and Effectiveness: public awareness was heightened further by various media coverage. The extra publicity helped to spread the word about this unknown fact about spitting to more people.
Advertising Agency: Ogilvy & Mather, Shanghai
Executive Creative Director: Kevin Lee
Art Director:Xiao Kun, Kelvin Leong, Kevin Lee, Deng HuaZhang Lei, Robin Wu
Copywriter: Kit Ong, Adams Fan
Illustrator: Nial O’Connor, Huang Haibo, Bao Siwen, Minsheng Zhang, Xu Xueyong, Hui Yao
Year: 2011
Gold Lion/Shortlist (Grand Prix For Good)
Supor Giant Wok – Non Stick Pans
Posted: September 7, 2011 Filed under: Ambient, Cannes Lions, Case History, China, Guerilla | Tags: Ambient, Cannes Lions, demostration, giant wok, Leo Burnett, non stick pans, ramp, skaters, supor Leave a comment »
A spectacular event using a giant wok and in-line skaters dressed as prawns, pork, eggs, carrots and fish, was set up outside shopping malls in Shanghai China. The food skaters flew up and down a ramp constructed inside the wok to demonstrate the non-stick surface. The campaign won two Lions at Cannes in 2010, and a Silver Pencil at the 2011 One Show Awards.
Advertising Agency: Leo Burnett Shanghai
Executive Creative Director: Gordon Hughes/Amanda Yang
Creative Director: Forest Young
Copywriter: Amanda Yang/Donna Dong
Art Director: Gordon Hughes/Amanda Yang/Lin Wei-jun
Year: 2010
Nokia N96 Bruce Lee Limited Edition – Game of Death
Posted: July 20, 2011 Filed under: Cannes Lions, Case History, China, Digital, Direct, Promotion, Viral | Tags: advertisement, back to life, Bruce Lee, bruce lee limited edition, Cannes Lions, Case History, commercial, Digital, Direct, Game of death, Jinjing Zhu, JWT, lighting, matches, N96, Nokia, Nseries, nunchucks, phone, ping pong, Promotion, Shankun Sun, tribute, Viral 1 Comment »2008 marked the 35th anniversary of Bruce Lee’s death. As a tribute, Nokia launched a Nokia N96 Bruce Lee Limited Edition. This is the story of how a China-only campaign started a wildfire on the net globally, selling product and giving the Nokia brand a serious hit of cool in the process.
Creative Idea: Bring Bruce Lee back to life.
Describe the objective of the promotion
1. Create buzz around the launch of the Nokia N96 by launching a promotional limited edition.
2. Create a burning desire for the N96 Bruce Lee Limited Edition beyond rational reasoning to part with a price equivalent of 5 month’s salary in China.
The Nokia N96 Bruce Lee Limited Edition came complete with a laser-engraved back cover featuring Bruce Lee’s face, an ENTERBAY Bruce Lee Game of Death collectable figurine, nunchaku dongle, limited edition poster and special embedded content (ringtone, images, etc).
Describe how the promotion developed from concept to implementation
The Nokia N96 is a ‘powerful’ internet and multimedia device, including the ability to watch movies. Bruce Lee is a cult hero admired for his mastery of the ‘powerful’ martial art, Kung Fu. 2008 was when the N96, Nokia’s flagship at the time, launched and the 35th anniversary of Bruce Lee’s death. We saw a tactical promotional opportunity to launch a limited edition N96 to create buzz around the N96 and a cool factor for the Nokia brand.
Our communication idea was to capture Bruce Lee fans’ imaginations by bringing their legend back to life.
Describe the success of the promotion with both client and consumer including some quantifiable results
What started as a China-only promotion spread the globe like wildfire. It’s a breakthrough at Nokia and sits proudly atop Nokia’s marketing activation excellence hall of fame.
Results:
- 16+ million views globally exceeding target by 16x
- 1.2+ million unique visitors to campaign site v target of 10,000
- Click-through rate of 7.5% v target 1%
- 10,000s of comments, links, forwards…
- All online stock ordered in LESS THAN 5 DAYS
- Estimated value in ‘earned media’ more than US$3 million (multiplying cost of buying a 90sec spot by views using ad rates of sites YouTube, Youku, etc.
Explain why the method of promotion was most relevant to the product
Our Chinese tech and style leading audience lives most of their life online and are heavy users of social networking sites. Being leaders, they reject mass preferring instead to be the first to discover and the social kudos that brings. Viral, an internet ‘dialect’, was the perfect way to reach them in their language and excite them enough to get them to the campaign site where they could explore more and place an order. Retail theatre was used to capture imaginations in-store.
Advertising Agency: JWT Beijing
Creative Director: Shankun Sun
Copywriter: Wei Huang
Art Director: Denchun Qiu
Production Company: JQK Productions
Director: Jinjing Zhu
