Category

Award

YANG AI (DESPAIR WHIRLPOOL)

Gold Spike

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ClientGUANGZHOU YANGAI SPECIAL CHILDREN PARENT CLUB
ProductYANG AI
EntrantLEO BURNETT SHANGHAI, CHINA
Type of EntryCorporate or Brand Itendity
CategoryEnvironmental Design
TitleYANG AI (DESPAIR WHIRLPOOL)
Product/ServiceYANG AI
Entrant Company:LEO BURNETT SHANGHAI, CHINA
Design/Advertising Agency:LEO BURNETT SHANGHAI, CHINA
Credits
Name Company Position
Amanda Yang LeoBurnett Executive Creative Director/Copywriter/Art Director
Gordon Hughes LeoBurnett Executive Creative Director/Art Director
Forest Young LeoBurnett Creative Director/Art Director
Donna Dong LeoBurnett Copywriter
Handsome Wong LeoBurnett Art Director/Designer
Haibo Huang LeoBurnett Art Director/Designer
Wei-Jun Lin LeoBurnett Art Director
Dicky Lui LeoBurnett Illustrator
Henry Gan/Dean Lee Photography
John Gu LeoBurnett Print Production
Steve Reimann Cameraman
Huang Cheng Illustrator
William Huen LeoBurnett Producer
Christine Chen LeoBurnett Producer
UCAN Production House
Wane Movie Post Production House

Brief Explanation

In China millions parents of autistic children suffer in silence. Ignorance and 5000 years of superstition lead many people to believe that the parents of autistic children are being punished for past wrongs. Ostracized by their communities, and ignored by social services they often have no one to turn to for help. The Yang Ai Foundation set out to raise awareness for their plight.

Describe the brief from the client:

In China millions parents of autistic children suffer in silence. Ignorance and 5000 years of superstition lead many people to believe that the parents of autistic children are being punished for past wrongs. Ostracized by their communities, and ignored by social services they often have no one to turn to for help. The Yang Ai Foundation set out to raise awareness for their plight.

Description of how you arrived at the final design:

They did this by creating an exhibition of “Living Sculptures” on the streets of Shanghai. Dressed from head to toe in black, and bound by a sea of black ropes, the sculptures stood as a stark reminder of the heart wrenching loneliness and isolation felt by parents of autistic children.

Indication of how successful the outcome was in the market:

The event was reported on by more than 60 national and local media outlets reaching an estimated audience of more than 20,000,000 people.