Advertiser: GREENPEACE
Agency: SAATCHI & SAATCHI
Category: Public Health & Safety, Public Awareness Messages
Advertising campaign: PURIFIER KIDS
Group Head: Benjamin Gao (Saatchi/Saatchi)
Group Head: Dean Ding (Saatchi/Saatchi)
Executive Creative Director: Fan Ng (Saatchi/Saatchi)
Associate Creative Director: Guojing Yang (Saatchi/Saatchi)
Copywriter: Andrew Lok (Saatchi/Saatchi)
Group Creative Director: Elaine Young (Saatchi/Saatchi)
Head Of Pr: Rebecca Liu (Saatchi/Saatchi)
Creative Director: Bruce Wu (Saatchi/Saatchi)
Art Director: Layla Hua (Saatchi/Saatchi)
Art Director: Lujun Gan (Saatchi/Saatchi)
Art Director: Rebecca Liang (Saatchi/Saatchi)
Pr Manager: Judy Zhang (Saatchi/Saatchi)
Head Of Visuals: Manson Guo (Saatchi/Saatchi)
Head Of Tv Production: Ran Yin (Saatchi/Saatchi)
Associate Art Director: Wenzhang Chen (Saatchi/Saatchi)
Outcome
The stunts were held on the most popular riverside walks, streets, and vegetable markets in the industrialized city of Guangzhou. The uncomfortable authenticity of their surroundings were effectively combined to alert the public to the effects of polluted drinking water, food, and air on children. This unique form of messaging and accurate audience targeting attracted wide media coverage. Pollution itself was no longer the only topic on every headline: the relevant topics were hot keywords on Weibo and WeChat Moments (Chinese microblogging/social messaging platforms), and even one day after the events yielded more than 466,000 Google results.
Execution
We worked with artists who painted patterns of pollution treatment facilities on the bodies of children. When positioned as installations in the sources of pollution, these children demonstrated the far-reaching harmful effects of polluted drinking water, food, and air.
Client Brief Or Objective
Over the past year, it has become an unavoidable and unpleasant truth: high-speed economic growth has caused serious pollution in China, where contaminated drinking water, food safety, and air pollution have all become major health concerns.We wanted to raise public awareness of pollution’s effects on current and future generations of Chinese people in an impactful and equally unavoidable way.
Implementation
We have to deal with the consequences of our development on our environments, but our current and future children shouldn’t have to act as filters for its pollution.So we decided to illustrate the dangers of pollution with stunts that literally show children filtering our contaminated water, food, and air.