Cannes Contenders: Grey Group China

In the lead up to the Cannes Lions Festival this weekend, Campaign Brief Asia showcases work from some of Asia’s top agencies that we hope will impress the judges…

Nature University “The Lost Lakes”

Grey Group China

China’s urbanisation efforts has caused many lakes and wetlands to disappear from Beijing and the rest of the country. While the Nature University Fund is working hard in saving these lakes, the organisation not only faces a shortage of financial support, but also volunteers who are able to join in the monitoring of the water quality and identifying source of pollution. The team at Grey Group China brought back the once-alive-and-beautiful lakes by constructing many lake shaped mirrors of various sizes in several parts of the city. Result: The public participated, documented, then shared their experience through photos and videos online. Close to 300,000 Weibo re-tweets and 80,000 comments were generated, and most importantly, over 10,000 volunteers were enlisted into the task force to survey China’s water resources and supervise its urbanisation process.