Greenworld Outdoor THE POWER OF FOCUS by Energy Source

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THE POWER OF FOCUS

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Industry Environmental & Animal Issues
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market China
Agency Energy Source
Executive Creative Director Monlin Wang
Creative Director Vincent Cao, Arden Chen
Art Director Alex Song, Jonathan Lim, Colin Zane, Huiyu Xu, Ye Tao
Copywriter Tao Yu
Producer Miki Cao
Released December 2011

Credits & Description

Category: Digital Outdoor
Advertiser: GREENWORLD (SHANGHAI) ECO ASSOCIATION
Product/Service: ENVIRONMENTAL AWARENESS
Agency: ENERGY SOURCE
Executive Creative Director: Monlin Wang
Creative Director: Vincent Cao/Arden Chen
Copywriter: Tao Yu/Jonathan Lim
Art Director: Jonathan Lim/Colin Zane/Huiyu Xu/Ye Tao/Alex Song
Producer: Miki Cao
Account Manager: Miki Cao
Account Manager: Miki Cao
Other Credits: Peter Cui - Motiongrapher/Michael Zhang - Digital Technology Director

Ambient Execution Description
“The Power of Focus”

We believe there is power when we focus our attention on something! The reason why many things become worse is because there is lack of focus. We built an interactive digital billboard, where people can experience the power when they literally focus their attention.

We built an interactive digital billboard, where people can experience the power when they literally focus their attention.

When no one is concerned, the screen shows terrible scenes of environmental pollution. As soon as the camera detects someone watching on screen, the polluted air/water is restored to its natural state. If the person interacting with the screen decides to turn away, the change is reversed, returning to its polluted state.

We placed the interactive digital billboard in crowded commercial districts and selected bus stops for people to experience the outcome when they focus.