Cannes Lions
OGILVY BEIJING, Beijing / COCA-COLA / 2017
Overview
Entries
Credits
Description
With this special statues exhibition, we light up people’s heart and bring them and the society closer together in harmony.
Execution
Chinese lantern design’s philosophy and the visual language of sculpture were combined in the installation art, to reconstruct the 5 true stories in China, to which someone didn’t turn a blind eye and made a difference. With LED thermal sensors installed inside the devices. When people are far way, they look like a cold piece of sculpture. However, when people get closer, the installation will be lit up and shine upon the audience.
With the shopping mall as a special medium, it was reported by traditional authoritative media at the very first, then reproduced by portal sites on the internet, and eventually spread by the KOLs on Weibo.
The production started from March 2015 to March 2016. The devices were exhibited from April 9 to April 19.
There were five groups of devices, each of which was two meters tall, covering more than 200 square meters in total.
Outcome
This campaign was reported by China's official media such as People's Daily, CCTV, website of China government etc., by domestic and international authoritative media such as AFP, CHINADAILY, Toutiao, iFeng.com, NTB etc., and by video media such as Shenyang TV, CCTV.com, Phoenix video etc.
More than 100 media reported and more than 200 media reproduced within 3 days.
More than 220 million person-times of media exposure.
Because of this event, the audience got closer to one another, and called others on social media to step forward and make this society warmer, with more than 100,000 shares on social media.
Similar Campaigns
12 items