Greenpeace Design & Branding AIR PURIFIER KID by Saatchi & Saatchi Guangzhou

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AIR PURIFIER KID

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Design & Branding
Market China
Agency Saatchi & Saatchi Guangzhou
Associate Creative Director Guojing Yang Saatchi
Executive Creative Director Fan Ng
Creative Director Bruce Wu
Art Director Layla Hua, Lujun Gan, Rebecca Liang
Copywriter Andrew Lok
Released March 2013

Credits & Description

Advertiser: GREENPEACE
Agency: SAATCHI & SAATCHI
Category: Exhibitions & Live Events
Copywriter: Andrew Lok (Saatchi/Saatchi)
Group Head: Dean Ding (Saatchi/Saatchi)
Art Director: Layla Hua (Saatchi/Saatchi)
Art Director: Lujun Gan (Saatchi/Saatchi)
Head Of Visuals: Manson Guo (Saatchi/Saatchi)
Head Of Tv Production: Ran Yin (Saatchi/Saatchi)
Art Director: Rebecca Liang (Saatchi/Saatchi)
Group Creative Director: Elaine Young (Saatchi/Saatchi)
Associate Creative Director: Guojing Yang (Saatchi/Saatchi)
Pr Manager: Judy Zhang (Saatchi/Saatchi)
Head Of Pr: Rebecca Liu (Saatchi/Saatchi)
Associate Art Director: Wenzhang Chen (Saatchi/Saatchi)
Group Head: Benjamin Gao (Saatchi/Saatchi)
Creative Director: Bruce Wu (Saatchi/Saatchi)
Executive Creative Director: Fan Ng (Saatchi/Saatchi)

Outcome
The stunts were held on the most popular riverside walks, streets, and vegetable markets in the industrialized city of Guangzhou. The artistic performance and the uncomfortable authenticity of their surroundings were effectively combined to alert the public to the effects of polluted air on children. This unique form of messaging and accurate audience targeting attracted wide media coverage. Pollution itself was no longer the only topic on every headline: the relevant topics were hot keywords on Sina Weibo, Tencent Weibo, and WeChat Moments (all are Chinese microblogging/social messaging platforms), and even one day after the events yielded more than 466,000 Google results.

Implementation
We worked with artists who painted patterns of pollution treatment facilities on the bodies of children. When positioned as installations in the sources of pollution, these children demonstrated the far-reaching harmful effects of polluted air.

Client Brief Or Objective
Over the past year, it has become an unavoidable and unpleasant truth: high-speed economic growth has caused serious pollution in China, and air pollution has become a major health concern.We wanted to raise public awareness of pollution’s effects on current and future generations of Chinese people in an impactful and equally unavoidable way.

Brief Explanation
We have to deal with the consequences of our development on our environments, but our current and future children shouldn’t have to act as filters for its pollution.So we decided to illustrate the dangers of pollution with stunts that literally show children filtering our contaminated air.