ART FOR THE PRICE OF EVERYDAY ITEMS by DDB Shanghai for Zendai

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ART FOR THE PRICE OF EVERYDAY ITEMS

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Industry Arts, Supermarkets
Media Ambient, Case study
Market China
Agency DDB Shanghai
Executive Creative Director Victor Ng
Art Director William Zhang, Cong Ding, Jack Xuan
Copywriter Leo Liu, Jason Ang Sheng Jin
Designer Jody Xiong
Producer Fanny Zhang
Photographer King Zhang, Keno Zhao
Editor Rico Zhang
Released February 2010

Awards

New York Festival 2012
Entertainment Promotion Outdoor / Out-Of-Home: Products & Services Silver World Medal
Posters Design: Company Identity Bronze World Medal

Credits & Description

Type of entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Advertiser: ZENDAI ART SUPERMARKET
Product/Service: ZENDAI ART SUPERMARKET
Agency: DDB CHINA GROUP Shanghai, CHINA
Chief Creative officer: Michael Dee (DDB China Group)
Executive Creative Director: Victor Ng (DDB China Group)
Creative Director: Jody Xiong (DDB China Group)
Art Director: Jody Xiong, William Zhang, Jack Xuan, Cong Ding (DDB China Group)
Copywriter: Jason Jin, Leo Liu (DDB China Group)
Illustrator: Jody Xiong (DDB China Group)
TYPOGRAPHER: Jody Xiong (DDB China Group)
Designer: Jody Xiong (DDB China Group)
PLANNER: Jenny Liu (DDB China Group)
Print Production: Jacqueline Wu, James Chen (DDB China Group)
Editor: Rico Zhang (DDB China Group)
Producer: Fanny Zhang (J.K.Studio)
Photographer: Keno Zhao, King Zhang ()
Results and Effectiveness:
Since the campaign’s launch, mass influences have been generated. Related posts and reproductions reach 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%.
Creative Execution:
We installed actual everyday items on 3m x 2.5m 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', El Lissitzky’s ‘Victory over the Sun’ and Joan Miro’s ‘Head of a Catalan Peasant’, and exhibited them on the streets where everyday folks can appreciate them. We also put QR codes on each label beside the canvas so people can scan them using their smartphones and went directly to Zendai’s website where they can browse all the in-stock original art pieces and buy their ideal ones.
Insights, Strategy and the Idea:
Most Chinese people don’t buy original art pieces because of the perception that art is expensive and exclusive. 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's mission is to make people actually believe that original art can also be accessible. So we came up with the idea of making cheap everyday items into art pieces, telling them that in Zendai Art Supermarket art pieces are just at the price of everyday items.