Family Care For Grassroots Community DM, Case study, Making of THE KEYBOARD OF ISOLATION by DDB Shanghai

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THE KEYBOARD OF ISOLATION

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Industry Public awareness
Media Direct marketing, Case study, Making of
Market China
Agency DDB Shanghai
Released May 2012

Awards

London International Awards 2012
Design Innovative Use of Design Bronze Winner

Credits & Description

Advertiser FAMILY CARE FOR GRASSROOTS COMMUNITY
Product LESS ONLINE TIME AND MORE FAMILY TIME
Entrant DDB CHINA GROUP Shanghai, CHINA
Title THE KEYBOARD OF ISOLATION
Design/Advertising Agency: DDB CHINA GROUP Shanghai, CHINA
Michael Dee DDB China Group Chief Creative Officer
Jody Xiong DDB China Group Creative Director
Leo Liu/Jody Xiong DDB China Group Copywriter
Jody Xiong/William Zhang/Jack Xuan DDB China Group Art Director
George Ooi/Rico Zhang DDB China Group Agency Producer
James Chen DDB China Group Production Director
Nicholas Siau Win Shanghai Photographer
King Zhang Win Shanghai Photographer
Alex Chen DDB China Group Photographer
Jenny Liu DDB China Group Planner
Brief Explanation
Brief Explanation
With half billion netizens in China, many are unaware of how being online can alienate their families. We wanted to communicate our call for spending less time online and more family time, in a ground-breaking way.
Describe the brief from the client:
Family Care For Grassroots Community is a non-profit organization dedicated to community building and family care. They wanted to communicate their call for spending less time online and more family time, in a ground-breaking way.
Description of how you arrived at the final design:
We interviewed families that have poor relationships due to the overuse of computers and recorded true scenes in their families. We then made 115 figurines - crafted in the likeness of these family members, recreating the scenes of them overusing computers. Next, we set up a massive installation in an IT mall and put these figurines in sealed glass jars of different sizes. The glass jars with figurines were arranged in the form of a keyboard, just like all the real-life family members being isolated in the keys. We also extended the installation to outdoor plazas, hotels and metro stations.
Indication of how successful the outcome was in the market:
During the two months of the exhibition of our outdoor installation, an estimated audience of 1,800,000 was reached. 89% of them said they would like to spend less time online and more time with their families. Hundreds of TV stations, magazines, newspapers and websites reported the campaign, creating a hard hitting topic in China. On Weibo(Chinese Twitter), it also attracted 35,700 retweets and 8,296 comments. After the exhibition tour, the installation was collected and exhibited by Zendai MOM