Outdoor > Ambient

THE KEYBOARD OF ISOLATION

DDB CHINA GROUP, Shanghai / FAMILY CARE FOR GRASSROOTS COMMUNITY / 2012

Awards:

Shortlisted Cannes Lions
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Overview

Credits

OVERVIEW

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Our first step was to interview families that have poor relationships due to the overuse of computers and recorded true scenes in their families. We then made more than 100 various, vivid 9 cm figurines -- crafted in the likeness of these family members, recreating the scenes of them overusing computers. Next, we set up a massive installation in an IT mall and put these figurines in sealed glass jars of different sizes. The glass jars with figurines were arranged in the form of a 5-meter-long keyboard, just like all the real-life family members being isolated in the keys. Every single person inside every single key had an isolated story. We extended the installation to places where more people could experience it, at outdoor plazas, hotels and metro stations.

Translation

Go online and family is isolated.

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