AdFest Highlight: Shan Shui
CB Asia has already highlighted the Shan Shui print work from JWT Shanghai. Now here is the tvc that also continued to win big in both the Film and Film Craft categories at AdFest.
The spot won Silver in Film and Gold for Animation in the Film Craft category. The print campaign won Gold and 3 Silvers in Posters; Silver and the Lotus Roots in Press; 3 Golds and the Lotus Roots in Print Craft; and 2 Bronze awards in Outdoor. This combined performance also saw the China Environmental Protection Foundation named Client of the Year.
Credits: ECD: Yang Yeo, Art Directors: Lillie Zhong, Yang Yong Liang, Writers: Jacqueline Ye, Rafael Freire. Agency Producer: Jane Zhang. Client Service: Betty Tsai. Production House: ONE PRODUCTION (Beijing). Director: Hailong Li. Producer: Xue Wu, Yuncheng An. Editor: Chun Huang, Jing Li. Music Company: VISION UNIT PRODUCTION. Artist: Yang Yong Liang. Composer: Jiangzhou Feng.
4 Comments
I love this work. The film is as good as the print work and it is rare that excellence can be achieved in both forms. The detail in the film has been beautifully handled and this campaign deserves every award it won at AdFest. And every award it is going to win at future shows. Hats off to JWT Shanghai.
The use of craft in both print and film e3xecutions is undeniable, and it will win everywhere, hell I’d vote for it in a flash.
But step back and it’s just a compelling dramatisation of a problem that most chinese folk experience and breathe in every day. And the didactic headlines offer no solution. Maybe you’ve got to click on their website for more information but it’s ‘under construction’ as we speak.
I would argue that the Earth Hour Campaign is far more effective and sincere in its intent.
One of these campaigns is designed to boost the career of its creators, one to actually prevent the world from environmental damage.
This is a good example of how a stunning execution can completely blind an audience of creatives to any strategic and communication objectives. But strip away the slick veneer, and it’s just a negative dramatisation of a problem, without offering any solution or asking for any positive action to be taken. Maybe you have to go to their website for that but as of this writing it is ‘under construction’. The Earth Hour stuff is way more honest in its intent and objectives, it really wants to change the way people think. All this ad wants to do is win an award. Ah what the heck, it’s not like this is the Effies!
Dead right 7.31 and 11,50.
Perhaps the agency should have got the online component up first and aimed at a Titanium Lion.