Yang Ai: DESPAIR WHIRLPOOL by Leo Burnett Shanghai for Yang Ai

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Yang Ai: DESPAIR WHIRLPOOL

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Industry Public awareness
Media Design & Branding
Market China
Agency Leo Burnett Shanghai
Art Director Wei-Jun Lin
Copywriter Donna Dong
Photographer Dean Lee, Henry Gan
Account Supervisor Weiwei Chen
Illustrator Dicky Lui
Released June 2011

Awards

Cannes Lions 2011
Design Lions Exhibitions & Live Events Gold

Credits & Description

Type of Entry: Environmental Design
Category: Exhibitions & Live Events
Advertiser/Client: GUANGZHOU YANGAI SPECIAL CHILDREN PARENT CLUB
Product/Service: YANG AI
Entrant Company: LEO BURNETT SHANGHAI, CHINA
Design/Advertising Agency: LEO BURNETT SHANGHAI, CHINA
Executive Creative Director/Copywriter/Art Director: Amanda Yang (Leo Burnett Shanghai)
Executive Creative Director/Art Director: Gordon Hughes (Leo Burnett Shanghai)
Creative Director/Art Director/Designer: Forest Young (Leo Burnett Shanghai)
Copywriter: Donna Dong (Leo Burnett Shanghai)
Art Director/Designer: Haibo Huang (Leo Burnett Shanghai)
Art Director/Designer: Handsome Wong (Leo Burnett Shanghai)
Art Director: Wei-jun Lin (Leo Burnett Shanghai)
Illustrator: Dicky Lui (Leo Burnett Shanghai)
Account Supervisor: Weiwei Chen (Leo Burnett Shanghai)
Print Production: John Gu (Leo Burnett Shanghai)
Photographer: Henry Gan ()
Photographer: Dean Lee ()
Brief Explanation:
In China millions parents of autistic children suffer in silence.
Ignorance and 5000 years of superstition lead many people to believe that the parents of autistic children are being punished for past wrongs.
Ostracized by their communities, and ignored by social services they often have no one to turn to for help.
The Yang Ai Foundation set out to raise awareness for their plight.
Describe the brief from the client:
In China millions parents of autistic children suffer in silence.
Ignorance and 5000 years of superstition lead many people to believe that the parents of autistic children are being punished for past wrongs.
Ostracized by their communities, and ignored by social services they often have no one to turn to for help.
The Yang Ai Foundation set out to raise awareness for their plight.
Description of how you arrived at the final design:
They did this by creating an exhibition of “Living Sculptures” on the streets of Shanghai.
Dressed from head to toe in black, and bound by a sea of black ropes, the sculptures stood as a stark reminder of the heart wrenching loneliness and isolation felt by parents of autistic children.
Indication of how successful the outcome was in the market:
The event was reported on by more than 60 national and local media outlets reaching an estimated audience of more than 20,000,000 people.