HSBC are chief sponsors of ‘China Design Now’ at the V&A. An exhibition showcasing new art, design, architecture & fashion in China today.

When people think of Chinese Design they think of Ming Vases, dynasty pottery & takeaways. However, the V&A exhibition deconstructs this and shows the new and modern design that’s coming out of one of the most dynamic fast growing countries in the world. Our brief was to break down these common myths and show individuals a surprising side of China, to help encourage individuals to go to the exhibition and learn more.

As there was a very limited media budget we developed a range of ambient marketing ideas. Fitting with the overarching campaign strategy showing ‘a surprising side of China,’ we discovered Fortune Cookies, a common Chinese stereotype, are actually an American invention. To give this insight maximum exposure across London we proposed handing out Fortune Cookies featuring this fact outside major central London Underground stations. By literally breaking the fortune cookie, individuals where actively breaking cultural Chinese stereotypes.

On a whole the campaign was warmly received by the marketing press, earning online coverage from Brand Republic, Campaign & NMA. Our client was thrilled at the ITV News coverage for the pigeon stunt in Leicester Square, and the V&A welcomed the attention brought to the exhibition by the distribution of 100,000 fortune cookies. Through utilising common Chinese traditions & stereotypes such as paper folding & fortune cookies we were able to deliver an effective campaign that the public could relate some knowledge to and thus discover a surprising side of China.