China Alliance For Low Carbon Action Promo, Case study THE WRATH OF COAL by Saatchi & Saatchi Guangzhou

THE WRATH OF COAL

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market China
Agency Saatchi & Saatchi Guangzhou
Director Danny Duan
Executive Creative Director Fan Ng
Creative Director Forest Young Saatchi
Copywriter Troy Sullivan, She Kai, Jason Su, Frankie Qian
Photographer Gang Jin, Jun Fan, Ping Li
Released November 2011

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: CHINA ALLIANCE FOR LOW CARBON ACTION
Product/Service: CHINA ALLIANCE FOR LOW CARBON ACTION
Agency: SAATCHI & SAATCHI
Executive Creative Director: Ng Fan (Saatchi & Saatchi)
Managing Director: Michael Lee (Saatchi & Saatchi)
Creative Director: Forest Young (Saatchi & Saatchi)
Copywriter: Jason Su (Saatchi & Saatchi)
Copywriter: Kai She (Saatchi & Saatchi)
Copywriter: Frankie Qian (Saatchi & Saatchi)
Art: Ken Lee (Saatchi & Saatchi)
Art: Andy Liu (Saatchi & Saatchi)
Art: Jun Zhou (Saatchi & Saatchi)
Photographer: Jun Fan (Saatchi & Saatchi)
Photographer: Ping Li (Saatchi & Saatchi)
Photographer: Gang Jin (Saatchi & Saatchi)
Post-production: Ju Xiang (Ju Xiang Advertising)
Director: Danny Duan (Ju Xiang Advertising)
Copywriter: Troy Sullivan (Saatchi & Saatchi)
Media placement: Event - Zendai Art S-Supermarket - 12th Nov, 2011

Summary of the Campaign
More than 70% of China's energy comes from coal. China is now the world's biggest coal producer. And consequently, has replaced America as the number one emitter of carbon dioxide.

But the citizens of China are paying a high price, in terms of lower air quality which affects the health of millions of people, and in terms of lives - every year thousands of workers die in coal mine accidents.

We wanted to draw attention to this problem in a unique way. Honeycomb-shaped coal briquettes are used widely in China for cooking and heating. Our idea was to makes the world's largest honeycomb-shaped briquette and create an art installation to symbolise how coal is crushing our society.

The installation registered over 100,000 visitors. 2 reputable art galleries requested the installation be placed on permanent exhibition at their galleries. 250 major media organisations ran stories about the installation, prompting innumerable discussions and debates in Chinese social media, forums and micro-blogs.

CONCLUSION. The installation reached a total audience of over 80m people. After the event, 12 more organisations were inducted into the China Alliance for Low Carbon Action, which promotes China's transformation to a low carbon economy with more focus on environmental protection.

Finally, China's Premier, Wen Jiabao, announced a new target to reduce carbon emissions by 40%-45% by the year 2020. In government, industry and society, there is renewed focus on creating environmentally friendly solutions for China's growing energy demands.

The Situation
More than 70% of China's energy comes from coal. China has replaced America as the number one emitter of carbon dioxide. But the citizens of China are paying a high price, in terms of lower air quality, which affects the health of millions of people, and in terms of lives - every year thousands of workers die in coal mine accidents.

The Goal
The China Alliance for Low Carbon Action wanted to let more people pay close attention to the problem and be reported by more media organisations, arouse discussions and debates in social media, appeal to more enterprises to join the China Alliance for Low Carbon Action and to promote the transformation of China’s low carbon economy with production methods focusing more on environmental protection.

The Strategy
The China Alliance for Low Carbon Action - one of the largest unofficial low carbon organisations - wanted to draw public attention to the organisation and what it stands for in a unique way.

Execution
Honeycomb-shaped coal briquettes are used widely in China for cooking and heating.

We made the world's largest honeycomb-shaped briquette and created an art installation to symbolise how coal is crushing our society. The contrast between the huge briquette and the small vehicle group reflects the vulnerability of human beings when faced with the vengeance of the nature. The installation has been exhibited for 3 weeks.

Documented Results
It registered over 100,000 visitors and a 2 famous art galleries requested permanent installation. 250 major media reported the work and there are 890,578 discussions and 763,326 transfers in the social media. It reached an audience of over 80m. 12 more organisations were inducted into the China Alliance for Low Carbon Action.

Premier, Wen Jiabao, announced a new target to reduce 40%-45% carbon emissions by 2020. In government, industry and society, there’s renewed focus on creating environmentally friendly solutions for China's growing energy demands.