Zendai Design & Branding ART, FOR THE PRICE OF EVERYDAY ITEMS by DDB Shanghai

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ART, FOR THE PRICE OF EVERYDAY ITEMS

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Industry Supermarkets
Media Design & Branding
Market China
Agency DDB Shanghai
Director Jody Xiong
Art Director William Zhang, Cong Ding, Jack Xuan
Copywriter Leo Liu, Jason Ang Sheng Jin
Producer George Ooi, Rico Zhang
Photographer King Zhang, Keno Zhao
Released August 2011

Credits & Description

Category: Point of Sale
Advertiser: ZENDAI ART SUPERMARKET
Product/Service: ART SUPERMARKET
Agency: DDB CHINA GROUP
Chief Creative Officer: Michael Dee (Ddb China Group)
Creative Director: Jody Xiong (Ddb China Group)
Copywriter: Jason Jin/Leo Liu/Jody Xiong (Ddb China Group)
Art Director: Jody Xiong/William Zhang/Jack Xuan/Cong Ding (Ddb China Group)
Producer: George Ooi/Rico Zhang (Ddb China Group)
Production Director: James Chen (Ddb China Group)
Designer: Jody Xiong (Ddb China Group)
Photographer: Keno Zhao/King Zhang (Win Shanghai)
Illustrator: Jody Xiong (Ddb China Group)
Typography: Jody Xiong (Ddb China Group)
Planner: Jenny Liu (Ddb China Group)
Director: Jody Xiong (Ddb China Group)
Media placement: 3-Dimensional Poster - Streets In Shanghai Downtown - 16 Aug 2011

Describe the brief from the client
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 wanted people to actually believe that original art can also be accessible.

Describe the challenges and key objectives
Most Chinese people don’t buy original art pieces because of the perception that original art is expensive and exclusive. We need to cut through the clutter, making people know that Zendai is their best choice to get their hands on a fairly-priced original art piece.

Describe how you arrived at the final design
Our idea: Art, for the price of everyday items. We installed actual everyday items on big 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, Nude’, El Lissitzky’s ‘Victory over the Sun’ and Joan Miró’s ‘Head of a Catalan Peasant’. We then exhibited our works on the streets, where everyday folks can appreciate them. A QR code was printed on the label beside each ad, linking directly to Zendai’s website, where they can browse all the original art pieces and buy their own.

Give some indication of how successful the outcome was in the market
Since the campaign’s launch, mass influences have been generated. Related posts reached 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%.