The Natural Resources Defense Council (NRDC) DM City Fan by BBDO Shanghai

City Fan

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Industry Business equipment & services, Environmental & Animal Issues, Corporate Image
Media Direct marketing
Market China
Agency BBDO Shanghai
Creative Director Dont Huang
Designer Carl Liu
Released May 2012


London International Awards 2012
Design Direct Marketing - Consumer Short List

Credits & Description

Entrant: BBDO China, Shanghai
NRDC The Earth's Best Defense - "City Fan"
Corporate Name of Client: Natural Resources Defense
Client Account Director: Li Yang
Agency Account Directors: Summer Zhang/Alvina Seah
Agency: BBDO, Shanghai
Executive Creative Directors: Wai Foong Leong/Awoo Lai
Creative Director: Dont Huang
Copywriters: Awoo Lai/Dont Huang/Andrew Lok
Art Directors: Agri Cai/Carl Liu/Sophia Yu/
Gongxing Wang
Designer: Carl Liu
Creative Service Manager: Ivan Zee
Studio Manager: Jinkin Zhu
Description of the Project
Shanghai is the city with the most air conditioners in China. While it cools the indoors, it is however, continuously releasing carbon dioxide, which in turn warms the city. When we say global warming, the root of the problem actually starts from the city. NRDC seeks to raise awareness about this increasingly problematic issue.We designed a special fan. Every blade of the wooden fan takes on the structure and shape of Shanghai’s most iconic buildings. When people use this fan, they will literally feel the breeze that the city brings. This simple analogy identified with over thousands of Shanghainese. The design of the fan received rave reviews. It allowed more and more people to believe in the natural good that the habit of using a fan can bring. It also brought across the message that, if we continue this habit, it can help reduce the emission of harmful gases and will be a contributed step for our efforts against global warming.