AdFest Highlight: Illiterit
Over the next week CB Asia will be highlighting some of the work that caught our eye at AdFest, starting with the Best of Year in the Outdoor category.
In China 21 million kids have been relocated to cities with their migrant working parents. A quarter of them have no hope of getting an education. Ogilvy Beijing and New Citizen Program commissioned local artists to create these powerful installation art pieces outside popular art galleries. People gathered to view the art and under each installation was a number to call to donate money. Enough money was raised to commission a new school and enroll 950 new students. The ‘Barbed Wire’ execution won the Best of Year Lotus and the ‘Glass’ execution picked up Silver. View vision of the idea here.
Credits:
ECD: Nils Andersson
CD: Forest Young
CW: Yuan Zhong, Matthew Curry, Song Yue, Kweichee Lam, Echoo Lee
AD: Forest Young, Nils Andersson, Lena Hou, Roky Ren,Yu Zhenhua, Billy Lu
Photographer: Johnny Pan, Wolf Liu
1 Comment
this is really good. great impact visually and must have been very noticeable outside of galleries. to me the strongest one is the broken glass but maybe the judges thought the barbed wire was more of an art piece.
great work that i am sure will be seen at every award show this year.