THE KEYBOARD OF ISOLATION by DDB Shanghai for Family Care For Grassroots Community

THE KEYBOARD OF ISOLATION

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Industry Public awareness
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Design & Branding
Market China
Agency DDB Shanghai
Director Jody Xiong
Art Director William Zhang, Jack Xuan
Copywriter Leo Liu
Producer George Ooi, Rico Zhang
Photographer King Zhang, Alex Chen, Nicholas Siau
Released June 2012

Awards

Cannes Lions 2012
Design Lions Exhibitions & Live Events Silver

Credits & Description

Type of entry: Environmental Design
Category: Exhibitions & Live Events
Advertiser: FAMILY CARE FOR GRASSROOTS COMMUNITY
Product/Service: LESS ONLINE TIME AND MORE FAMILY TIME
Agency: DDB CHINA GROUP Shanghai, CHINA
Entrant DDB CHINA GROUP Shanghai, CHINA
Title: THE KEYBOARD OF ISOLATION
DM/Advertising Agency: DDB CHINA GROUP Shanghai, CHINA
Chief Creative Officer: Michael Dee (DDB China Group)
Creative Director: Jody Xiong (DDB China Group)
Copywriter: Leo Liu/Jody Xiong (DDB China Group)
Art Director: Jody Xiong/William Zhang/Jack Xuan (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: Nicholas Siau (Win Shanghai)
Photographer: King Zhang (Win Shanghai)
Photographer: Alex Chen (DDB China Group)
Illustrator: Jody Xiong (DDB China Group)
Typography: Jody Xiong (DDB China Group)
Planner: Jenny Liu (DDB China Group)
Director: Jody Xiong (DDB China Group)
Brief Explanation
Family Care For Grassroots Community is a non-profit organisation dedicated to community building and family care. They wanted to communicate their call for spending less time online and more family time, in a groundbreaking way.
Describe the brief from the client
With half a billion netizens in China, many are unaware of how being online can alienate their families.
Describe the creative solution to the brief/objective.
We interviewed families that have poor relationships due to the overuse of computers, and recorded real life scenes with 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.
Describe the results in as much detail as possible.
During the 2 months exhibition of our outdoor installation, an estimated audience of was 1.8m 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 at the Zendai MoMA.