Cannes Contenders: Publicis Guangzhou
How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges…
Publicis Guangzhou
Qiang people are one of the Chinese ethnic minorities. Most of them are good at embroidery which is a cultural skill with 1500 years history. However, the Qiang embroidery is facing the impact of China’s rapid modernization, the ancient handicraft is regarded as not fashion, which makes the Qiang women have to leave their own village and go out for a 5 US dollar daily wage job. We hope the Qiang women can live by their handicrafts so as to inherit the culture of Qiang embroidery.
Don’t donate, adopt a pocket. Every pocket offers a Qiang woman 6 hours’ work. We design a pocket which is like the Qiang women’s drawing board. They can sew various Qiang patterns on the pockets in different textures, colors and sizes. Meanwhile, every Qiang embroidered pocket is a well-designed element, which can go with different fashion items. Through the platform of Tencent 99 Charity, we initiated a call to adopt the pockets .Then we combined the Qiang embroidered pocket with the fashion industry and promoted it in fashion shows, magazines and parties. The pocket is also a medal to support Qiang embroidery. Everyone can be an ambassador to spread Qiang embroidery.
Want to showcase your agency’s best chances at Cannes this year? Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.