Haier: LIGHT AFTER SCHOOL, 2

Credits & Description:

Type of entry: Communication Design
Category: Promotional Item
Advertiser: HAIER
Product/Service: LIGHTING
Agency: PUBLICIS SHANGHAI, CHINA
Client: HAIER
Product: LIGHTING
Entrant: PUBLICIS SHANGHAI, CHINA
Type of Entry: Communication Design
Category: Promotional Item
Entrant Company : PUBLICIS SHANGHAI, CHINA
Advertising Agency : PUBLICIS SHANGHAI, CHINA
World Wide Chief Creative Officer: Erik Vervroegen (Publicis World Wide)
Chief Creative Officer/Planner: Sheena Jeng (Publicis China)
Executive Creative Director: Akae Wang (Publicis Shanghai)
Senior Creative Director/Designer: Will Tao (Publicis Shanghai)
Art Director/Designer: Xia Wang (Publicis Shanghai)
Art Director: Zoe Zhao (Publicis Shanghai)
Art Director: Hui Yao (Publicis Shanghai)
Art Director: Nyah Sun (Publicis Shanghai)
Copywriter: Dola Qi (Publicis Shanghai)
Structural Designer: Jie Shen (Publicis Shanghai)
Producer: Yuan Ting (Publicis Shanghai)
Producer: Anda Wu (Publicis Shanghai)
Director: Wirland Wu (Freelancer)
Brief Explanation:
The electricity systems in the western rural areas of China are outdated and fragile. Most families and schools has only one electricity socket.
People there have few experience of modern electrical appliances as well, so our idea should be simple and easy to execute.
Our key objective is to help those children enjoy the convenient living of electrical appliance, even they are lack of electricity and have little chance to know Haier well.
Describe the brief from the client:
Haier is the world’s No. 1 brand of household electrical appliances. It has been dedicated to creating more values to users around the world, becoming a service provider to improve living environment.
But in Western rural China, a lack of electricity force people away from convenient living. Children are compromised to study in a dim candles and oil lamps.
Haier decided to do something for the kids.
Design Process:
At first, we have the idea to design a lighting device, it is easy to use, able to enlighten the dark night, and children could read and study after school.
Then, we designed Haier Hugging Brightman, using Tandem Theory with one socket to recharge for the entire class.
Students can use the electricity system in school to recharge their little friend, the Brightman, and take it back home for 2 hours of lightening to read books and finish their home works.
Results:
Children always like the Brightman at the first sight. They kept it carefully, shown off it to their family and neighbors and shared its light with others in the evening.
So far, Haier Hugging Brightman has enlightened the lives of the children in 68 western country schools in China, the number is still growing every day.