Category: Public Health & Safety, Public Awareness Messages
Advertiser: CHINA ALLIANCE FOR LOW CARBON ACTION
Product/Service: CHINA ALLIANCE FOR LOW CARBON ACTION
Agency: SAATCHI & SAATCHI
Executive Creative Director: Ng Fan (Saatchi & Saatchi)
Managing Director: Michael Lee (Saatchi & Saatchi)
Creative Director: Forest Young (Saatchi & Saatchi)
Copywriter: Jason Su (Saatchi & Saatchi)
Copywriter: Kai She (Saatchi & Saatchi)
Copywriter: Frankie Qian (Saatchi & Saatchi)
Art: Ken Lee (Saatchi & Saatchi)
Art: Andy Liu (Saatchi & Saatchi)
Art: Jun Zhou (Saatchi & Saatchi)
Photographer: Jun Fan (Saatchi & Saatchi)
Photographer: Ping Li (Saatchi & Saatchi)
Photographer: Gang Jin (Saatchi & Saatchi)
Post-Production: Ju Xiang (Ju Xiang Advertising)
Director: Danny Duan (Ju Xiang Advertising)
Copywriter: Troy Sullivan (Saatchi & Saatchi)
Media placement: Outdoor - Zendai Art S-Supermarket - 12th Nov, 2011
Describe the brief/objective of the direct campaign.
More than 70% of China's energy comes from coal. China has replaced America as the No.1 emitter of carbon dioxide. But the citizens of China are paying a high price, in terms of lower air quality which affects the health of millions of people, and in terms of lives; every year thousands of workers die in coal mine accidents.
China Alliance for Low Carbon Action, one of the largest unofficial low-carbon organisations, wanted to draw public attention to this problem in a unique way.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Let more people pay close attention to the problem; get it reported by more media organisations; arouse discussions and debates in the social media; appeal to more enterprises to join China Alliance for Low Carbon Action to promote the transformation of China’s low carbon economy with production methods focusing more on environmental protection.
Explain why the creative execution was relevant to the product or service.
China Alliance for Low Carbon Action is one of the largest unofficial low-carbon organizations.
Honeycomb-shaped coal briquettes are used widely in China for cooking and heating. Our idea was to make the world's largest honeycomb-shaped briquette and create an art installation to symbolise how coal is crushing our society. The contrast between the huge briquette and the small vehicle group reflects the ineffectuality of human beings when faced with the vengeance of nature.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The cost of the work is only 80,000 RMB. It registered over 100,000 visitors and has been invited for a permanent exhibition in 2 famous art galleries. 250 major media reported the work and there are 890,578 discussions and 763,326 transfers in the social media.
CONCLUSION:
It reached an audience of over 80m. 12 more organisations were inducted into China Alliance for Low Carbon Action.
Premier Wen Jiabao announced aims to reduce by 40%-45% carbon emissions by 2020. In government, industry and society, there’s renewed focus on creating environmentally-friendly solutions for China's growing energy demands.