| Asia Pacific Advertising Festival (AdFest) 2016 | ||
|---|---|---|
| Direct Lotus | Dimensional Mail | Silver |
| New York Festivals 2017 | ||
| Design | Graphic Design: Books | Third Prize Award |
Brand: Ifaw&Ifeng
Advertiser: Ifaw&Ifeng
Agency: Cheil China, Beijing
Executive Creative Director: Jacky Lung
Creative Director: Shengxiong Chen/Donghai Liu
Copywriter: Shawn Wu/Donghai Liu/Dian Wang
Art Director: Michael Sung/Jacky Lung
Account Director: Snow Li
Agency Producer: Xin Tan
Film Production Company: Filmplexe, Beijing
Cinematographer: Jinlong Li
The Brief: According To The Un, Every 20 Minutes, An Animal Species Disappears Forever. One Quarter Of Mammals Today Are In Danger Of Extinction…If We Do Not Take Action Today, Our Kids May Not Be Able To See Them Tomorrow. Ifaw Wants To Let People Know About This Cruel Fact And Take Action.
The Strategy: Our Approach Was To Start Implementing The Message To Children Since Instilling Messages With Youth Is Easier And More Impactful. So, We Decided To Spread The Message In Special Childrens Books And Created An English Picture Book Called Fragile Friends. The Book Talks About 7 Extinct Animals, All Featuring A Nose Shaped Fragile Logo, And Reveals Short Facts About How And Why “Animals Are Fragile”.
The Execution: We Printed Thousands Copies Of Fragile Friends And Sent Them To More Than 50 International Bilingual Kindergartens In China. By Reading These Books To The Students, These Children Are Not Only Able To Practice And Learn English But More Importantly Become Aware Of This Pervasive Issue And Develop A Sense Of Responsibility By Sharing What They Learnt With Family And Other Friends.
The Result: Over 10,000 Children Realized This Point Of View “Animals Are Fragile” Through Lively Teaching, Their Awareness Of Animal Protection Is Raised. And They Become The Ambassador And Life Protector Of These Endangered Animals. The Parents Are Advised Not Eat Venison, Nor By Fur And Animal Products By Their Children. The Children Became The Teachers This Time.