| 1 of 2 Campaign |
| Type of Entry: | Ambient |
| Category: | Ambient: Special Build |
| Title: | GLASS |
| Advertiser/Client: | NEW CITIZEN PROGRAM |
| Product/Service: | NEW CITIZEN PROGRAM |
| Entrant Company: | OGILVY BEIJING, CHINA |
| Advertising Agency: | OGILVY BEIJING, CHINA |
| Executive Creative Director: | Nils Andersson |
| Creative Director: | Forest Young |
| Copywriter: | Matthew Curry/Yuan Zhong/Kweichee Lam/Song Yue |
| Account Supervisor: | Stone Yang |
| Producer: | Wei Chao |
| Art Director: | Forest Young/Nils Andersson/Lena Hou/Rocky Ren/Yu Zhenhua |
| Photographer: | Johnny Pan/Wolf Liu |
| Description of Ambient execution: |
| Challenge: In China, 21 million kids have been relocated to cities with their migrant working parents. A quarter of them have no hope of ever getting an education. The challenge was to highlight the plight of these kids, and in doing so, raise enough money to get them into school. How could we make people stop, think and begin to appreciate these kids?
Solution:Appeal to their higher interests. Leveraging the growing appreciation for contemporary Chinese art, New Citizen Project commissioned local artists to create installation art pieces outside popular art galleries around Beijing. The pieces were created from construction materials often used by migrant workers; each with a book placed just out of reach.
Effect:"Viewing the New Citizen Project pieces as art, large crowds gathered to discuss the merits of the work, only to be confronted by a harsh reality. Under the headline was a number to call if people wished to donate. So far, enough money has been raised to commission a new school and enroll 950 new students, with fundraising efforts continuing." |
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