Cannes Lions
OGILVY SHANGHAI, Shanghai / WINSOR & NEWTON/SHANGHAI YUE MIAO CENTRE FOR PEOPLE WITH DISABILITIES / 2014
Awards:
Overview
Entries
Credits
Description
China has the world’s greatest population of disabled people. They number 83 million. Shanghai’s Yue Miao Centre for People with Disabilities wished to raise awareness and support for them. They teamed up with art materials supplier Winsor & Newton for a unique project.
Execution
16 handicapped people were invited to an experiment in mental prowess and self-expression. First they chose their palette. Their chosen pigments were then placed in balloons equipped with tiny detonators. And surrounded by canvas. A device captured their brainwaves and sent signals to a processing unit.
Outcome
During two months of exhibition, an estimated audience of 60,000 was reached. Hundreds of TV stations, art magazines, newspapers and websites reported the campaign in China. On Weibo (Chinese Twitter), it also attracted 23,000 retweets and 6,678 comments.
The paintings were auctioned and the 180,000 RMB that was raised went back to the Centre.
The brand image of Winsor & Newton has been raised by 10%. And more importantly, all the eight disabled people who joined our project find a job afterwards. And their stories are influencing more people.