Creative idea: Unexpected ChinaA traditional paper cut was commissioned by JWT London, from artist Han Jing in the Shanxi province, featuring an unexpected modern Chinese scene. Installed at HSBC headquarters and replicated on 6 sheets in London tube stations.

Digital escalator panels showed graffiti on the Great Wall of China to catch the eye and remind commuters of the message.

Origami pigeons planted in Leicester Square contained designs from the V&A show with a ticket offer when unfolded. The flyer came with the message that origami was originally a Chinese design, not Japanese as is commonly thought.

Fortune cookies were handed out at key commuter locations with event info. The message inside informed people that Fortune Cookies were a US invention, not ChineseOnline banners continuing the paper cut theme also drove traffic to the HSBC Cultural exchange website.

The aim was to drive footfall to the V&A exhibition and promote HSBC’s sponsorship.At the time of submission it had only been open for one week, however early indications arethat it has been very well received. We also exhibited the original papercut in the HSBC London Headquarters foyer.