More than 18,500 children die in car accidents every year and China ranks the highest of any country in the world. People are still taking chances and taking the matter of child’s safety lightly. They believe the best way to protect their kids from car accidents is to hold them in their arms. To make matters worse, the Chinese government is also neglecting this urgent issue and has not legislated the use of child safety seats.

Autohome as a leading automobile media portal in China, was concerned. Autohome wanted to the public to be aware of this issue and recognized that the best opportunity to reach a massive and relevant audience is during the yearly Auto Shows that attracts more than 900K visitors.

With a total of CNY2.5MM (USD370K) investment, the campaign ran in 2 bursts primarily during the 2 major Auto Shows, held in Shanghai and Guangzhou in 2015.

Autohome collaborated with industry’s award-winning artist Xie Yong (Vice President of Arts and Crafts Association, Metal Art Committee), to create a specially-built concept car that housed a sculpture of a child with illumination feature.

The concept car was assembled from 500 Chinese surnames. Each surname that was produced from stainless steel involved a series of processes before it was turned into each name character.

Melting & Casting

The steel (combination of iron and nickel) was melted in an electric furnace. This step involved 8 to 12 hours of intense heat.

Cutting, Forming & Molding

The mixture is cast into one of several solid shapes of each surname. After various forming steps, the steel is heat treated and polished for the desired finishing. Each surname is then shaped and molded.

Welding & Assembly

Finally, the welding process with each metal-plated surname being joint together to assemble the final concept car.