Zendai Design & Branding EVERYDAY ITEMS MASTERPIECE CAMPAIGN by DDB Shanghai

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EVERYDAY ITEMS MASTERPIECE CAMPAIGN

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Industry Retail, Distribution & Rental companies
Media Design & Branding
Market China
Agency DDB Shanghai
Art Director Cong Ding
Copywriter Victor Ng, Jason Ang Sheng Jin
Designer Jack Xuan
Photographer Keno Zhao
Account Supervisor Leo Xu
Typographer Jody Xiong, Jack Xuan
Released February 2011

Credits & Description

Category: Posters
Advertiser: ZENDAI ART SUPERMARKET
Product/Service: ZENDAI ART SUPERMARKET
Agency: DDB CHINA GROUP
Date of First Appearance: Feb 23 2011
Entrant Company: DDB CHINA GROUP, Shanghai, CHINA
Chief Creative Officer: Michael Dee (DDB China Group / DDB Shanghai)
Executive Creative Director: Victor Ng (DDB China Group / DDB Shanghai)
Creative Director: Jody Xiong (DDB China Group / DDB Shanghai)
Copywriter: Jason Jin/Victor Ng (DDB China Group / DDB Shanghai)
Art Director: Jody Xiong/Cong Ding (DDB China Group / DDB Shanghai)
Illustrator: Jody Xiong (DDB China Group / DDB Shanghai)
Designer: Jody Xiong/Jack Xuan (DDB China Group / DDB Shanghai)
Typographer: Jody Xiong/Jack Xuan (DDB China Group / DDB Shanghai)
Art Buyer: James Chen (DDB China Group / DDB Shanghai)
Account Manager: Tracy Cao (DDB China Group / DDB Shanghai)
Account Supervisor: Leo Xu (DDB China Group / DDB Shanghai)
Planner: Jenny Liu (DDB China Group / DDB Shanghai)
Photographer: Keno Zhao (Refine Images)
Media placement: Outdoor - Street - 23 Feb 2011

Describe the brief from the client
Shanghai Zendai Art Supermarket is the biggest affordable-art marketplace in China. Operating like a supermarket of art pieces, 90% of its collection are priced from USD1.50 to USD300. Zendai’s mission is to make original art accessible to the masses.

Describe the challenges and key objectives
Our key message was “A MASTERPIECE FOR THE PRICE OF EVERYDAY ITEMS”.

Describe how you arrived at the final design
Using actual everyday items as visual elements on 2.5m x 2m canvas boards, we re-illustrated some of the great art masterpieces – such as Roy Lichetenstein’s “Girl With Hair Ribbon”, Jackson Pollock’s “Number 14 Gray” and Egon Schiele’s “Self-Portrait”.

Give some indication of how successful the outcome was in the market
Since the launch of the campaign, sales increased by 37% and visitor numbers rose by 68%. Our advertisement art-pieces have also been invited for exhibition in the Shanghai CANART Art Museum.