FLOATING LOTUS by Leo Burnett Shanghai for Shanghai Zendai Himalayas Center

FLOATING LOTUS

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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Market China
Agency Leo Burnett Shanghai
Copywriter She Kai, Jason Su, Dandan Lee
Designer Jiajia Jiang
Producer Chrisine Chen, William Huen
Photographer Shanghua Yang, Yingjie Xie, Peter Wu
Illustrator Colin Lu, Jun Xu, Fey Zhang
Released August 2011

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: SHANGHAI ZENDAI HIMALAYAS CENTRE
Product/Service: FUTURE WATER WORLD
Agency: LEO BURNETT SHANGHAI
Executive Creative Director/Copywriter/Art Director: Amanda Yang (Leo Burnett Shanghai)
Executive Creative Director/Art Director: Gordon Hughes (Leo Burnett Shanghai)
Creative Director/Art Director/Designer: Forest Young (Leo Burnett Shanghai)
Copywriter: Jason Su (Leo Burnett Shanghai)
Copywriter: Kai She (Leo Burnett Shanghai)
Copywriter: Dandan Lee (Leo Burnett Shanghai)
Art Director/Designer: Zhihui Tan (Leo Burnett Shanghai)
Art Director/Designer: Chocolate Huang (Leo Burnett Shanghai)
Designer: Jiajia Jiang (Leo Burnett Shanghai)
Illustrator: Colin Lu (Leo Burnett Shanghai)
Illustrator: Jun Xu (Leo Burnett Shanghai)
Illustrator: Fey Zhang (Leo Burnett Shanghai)
Producer: William Huen (Leo Burnett Shanghai)
Producer: Chrisine Chen (Leo Burnett Shanghai)
Account Director: Weiwei Chen (Leo Burnett Shanghai)
Photographer: Peter Wu
Photographer: Shanghua Yang
Photographer: Yingjie Xie
Media placement: Ambient - Shanghai Zendai Himalayas Center - 26 August 2011

Summary of the Campaign
Challenge and Objective:
The 'Zendai Himalayas Centre', wanted to generate awareness for its summer music event, 'Future Water World', a concert to raise awareness for rising sea levels due to climate change.

With their very limited marketing budget, it was essential that we enlisted the help of netizens and online media to generate support for the event.

Strategy and Execution:
We gathered 8 traditional 'Wi Ping' boats and suspended them 10m above the sidewalk, arranged in the shape of a huge black lotus (a symbol of salvation in China). Pedestrians walking beneath the sculpture could look up at the floating lotus and feel the pressure of the rising oceans above them.

Outcome:
The work was picked up by the Xinhua News Agency, China Daily, Sina, Tencent and more than 150 smaller sites. Micro-blogging, social-media networks and other internet forums generated considerable online buzz, resulting in free-media worth CN¥100m , reaching 55m people.

120,000 people attended the 3-day music festival. To date, more than 2,000,000 people have signed the pledge for environmental action.

The Situation
The 'Zendai Himalayas Center', wanted to generate awareness for its summer music event, 'Future Water World', a concert to raise awareness for rising sea levels due to climate change.

With their very limited marketing budget, it was essential that we enlisted the help of netizens and online media to generate support for the event.

The Goal
The 'Zendai Himalayas Center', wanted to generate awareness for its summer music event, 'Future Water World', a concert to raise awareness for rising sea levels due to climate change.

The Strategy
With their very limited marketing budget, it was essential that we enlisted the help of netizens and online media to generate support for the event.

Execution
We gathered 8 traditional 'Wi Ping' boats and suspended them 10m above the sidewalk, arranged in the shape of a huge black lotus (a symbol of salvation in China). Pedestrians walking beneath the sculpture could look up at the floating lotus and feel the pressure of the rising oceans above them.

Documented Results
The work was picked up by the Xinhua News Agency, China Daily, Sina, Tencent and more than 150 smaller sites. Micro-blogging, social media networks and other internet forums generated considerable online buzz, resulting in freemedia worth CN¥100m, reaching 55m people.

120,000 people attended the three-day music festival. To date more than 2,000,000 people have signed their pledge for environmental action.