New Citizen Program - "Bricks"

Ogilvy China

Ogilvy China Beijing, Cina

5072

Titolo	Bricks
Agenzia	Ogilvy China
Campagna	Illiterate - New Citizen Program (China)
Cliente	New Citizen Program
Marca	New Citizen Program
Posted	Aprile 2009
Settore	Enti/Istituzioni/Organizzazioni no-profit
Trama	Ogilvy Beijing and New Citizen Program commissioned local artists to create Bricks, Barbed Wire and Glass, three installation art pieces placed outside popular art galleries in China. The provocative installations symbolize the effects of illiteracy on children affected by relocation to cities with their migrant working parents.
Filosofia	Enough money was raised to commission a new school and enroll 950 new students.
Problema	Statistics show that a quarter of the 21 million children who have moved to cities with their migrant working parents have no hope of getting an education. Each of the installations included information on the campaign along with a phone number to call to donate money.
Tipo di Media	Esterna
Executive Creative Director	Nils Andersson
Art Director	Nils Andersson
Creative Director	Forest Young
Art Director	Forest Young
Copywriter	Yuan Zhong
Copywriter	Matthew Curry
Copywriter	Song Yue
Copywriter	Kweichee Lam
Copywriter	Echoo Lee
Photographer	Johnny Pan
Photographer	Wolf Liu
Art Director	Lena Hou
Art Director	Rocky Ren
Art Director	Yu Zhenhua
Art Director	Billy Lu