Children's Charity: "UNEQUAL CHILDHOOD PAPER-CUTTING" Design & Branding by Leo Burnett Hong Kong

Type of entry: Corporate or Brand Identity
Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: CHRISTINA NOBLE CHILDREN'S FOUNDATION
Product/Service: CHILDREN'S CHARITY
Agency: LEO BURNETT Hong Kong, HONG KONG
Executive Creative Director: Connie Lo (Leo Burnett Hong Kong)
Group Creative Director: Miranda Shing (Leo Burnett Hong Kong)
Senior Copywriter: Paul Yu (Leo Burnett Hong Kong)
Senior Copywriter: Cyrus Ho (Leo Burnett Hong Kong)
Senior Copywriter: Kiu Chan (Leo Burnett Hong Kong)
Senior Art Director: Katie Ng (Leo Burnett Hong Kong)
Art Director: Mike Wong (Leo Burnett Hong Kong)
Art Director: Timothy Li (Leo Burnett Hong Kong)
Designer / Illustrator: Chen Jie Rong ()
Brief Explanation:
Christina Noble Children's Foundation (CNCF) as a charity organisation is determined to make HK public aware of this inequality, and seek their support in helping street children.
To illustrate this message of inequality, we used traditional paper cut. Traditionally the pattern is supposed to be symmetrical. But we intended to make it asymmetric, with one side depicting a child in a loving family, and the other side showing the child in an abusive environment.
Describe the brief from the client:
Every child should be born equal. But in reality, some are living a good life while others have no home to go to, and as a result, suffer constantly from violent abuse and sexual exploitation.
Description of how you arrived at the final design:
To illustrate this message of inequality, we used traditional paper cut. Traditionally the pattern is supposed to be symmetrical. But we intended to make it asymmetric, with one side depicting a child in a loving family, and the other side showing the child in an abusive environment.
Even the headline is also a symmetric word play. The three Chinese characters on both sides are exactly the same but in reverse order, so when you turn the words around, the opposite meaning will be conveyed. In our case, conveying the message of inequality is quicker thanks to the asymmetric design.
Indication of how successful the outcome was in the market:
This piece of paper cut is inserted into magazines, accompanied by 2 pages of advertorial with genuine street children stories about how CNCF helped them in bringing them love, care, accommodation and education.
The whole package, paper cutting insert and advertorial, works with each other in grasping people’s attention and eventually bring more awareness and gather support for the foundation.