FLOATING LOTUS by Leo Burnett Shanghai for Shanghai Zendai Himalayas Center

FLOATING LOTUS

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Industry Shows, Events & Festivals
Media Design & Branding
Market China
Agency Leo Burnett Shanghai
Copywriter She Kai, Jason Su, Dandan Lee
Designer Jiajia Jiang
Photographer Shanghua Yang, Yingjie Xie, Peter Wu
Illustrator Colin Lu, Jun Xu, Fey Zhang
Released August 2011

Credits & Description

Category: Exhibitions & Live Events
Advertiser: SHANGHAI ZENDAI HIMALAYAS CENTER
Product/Service: ZENDAI HIMALAYAS CENTER
Agency: LEO BURNETT SHANGHAI
Executive Creative Director/Art Director/Copywriter: 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: Jason Su (Leo Burnett Shanghai)
Copywriter: Kai She (Leo Burnett Shanghai)
Copywriter: Dandan Lee (Leo Burnett Shanghai)
Art Director/Designer: Zhihui Tan (Leo Burnett Shanghai)
Art Director/Designer: Chocolate Huang (Leo Burnett Shanghai)
Designer: Jiajia Jiang (Leo Burnett Shanghai)
Account Director: Weiwei Chen (Leo Burnett Shanghai)
Illustrator: Colin Lu (Leo Burnett Shanghai)
Illustrator: Jun Xu (Leo Burnett Shanghai)
Illustrator: Fey Zhang (Leo Burnett Shanghai)
Agency Producer: William Huen (Leo Burnett Shanghai)
Agency Producer: Chrisine Chen (Leo Burnett Shanghai)
Photographer: Peter Wu
Photographer: Shanghua Yang
Photographer: Yingjie Xie
Media placement: Ambient - Shanghai Zendai Himalayas Center - 26 August 2011-16 August 2011

Describe the brief from the client
The Zendai Himalayas Centre, wanted to generate awareness for its Summer Music event, ‘Future Water World’: a concert to raise awareness for rising sea levels due to climate change.

Describe the challenges and key objectives
With their very limited marketing budget, it was essential that they enlisted the help of netizens and on-line media to generate support for the event.

Describe how you arrived at the final design
We gathered 8 traditional Wi Ping boats and suspended them 10-metres above the sidewalk, arranged in the shape of a huge black lotus (a symbol of salvation in China). Pedestrians walking beneath the sculpture could look up at ‘the floating lotus’ and feel the pressure of the rising oceans above them.

Give some indication of how successful the outcome was in the market
The work was picked up by the Xinhua News Agency, China Daily, Sina, Tencent and more than 150 smaller sites. Micro-blogging, social media networks and other internet forums generated considerable on-line buzz, resulting in free media worth RMB 100m, reaching 55m people.
120,000 people attended the 3-day music festival. To date more than 2m people have signed their pledge for environmental action.