Shanghai Zendai Art Supermarket is the biggest affordable-art marketplace in China. 90% of its original art pieces are affordably priced from $2 to $300. Zendai wanted people to actually believe that original art can also be accessible.

Most Chinese people don’t buy original art pieces because of the perception that original art is expensive and exclusive. We need to cut through the clutter, making people know that Zendai is their best choice to get their hands on a fairly-priced original art piece.

Since the campaign’s launch, mass influences have been generated. Related posts reached 37,800 over the Internet. Our outdoor ads were invited for an exhibition in Zendai Art Museum. The campaign also attracted several TV special reports. Zendai’s visitor numbers rose by 68%, online traffic and website visits shot up by 126% and overall sales increased by 57%.

Our idea: Art, for the price of everyday items. We installed actual everyday items on big canvas boards, re-illustrating some of the greatest art pieces, such as Roy Lichetenstein’s ‘Girl With Hair Ribbon’, Jackson Pollock’s ‘Number 14 Gray’, Egon Schiele’s ‘Self-Portrait, Nude’, El Lissitzky’s ‘Victory over the Sun’ and Joan Miró’s ‘Head of a Catalan Peasant’. We then exhibited our works on the streets, where everyday folks can appreciate them. A QR code was printed on the label beside each ad, linking directly to Zendai’s website, where they can browse all the original art pieces and buy their own.