Category

Award

ART, FOR THE PRICE OF EVERYDAY ITEMS

Short List
ClientZENDAI ART SUPERMARKET
ProductZENDAI ART SUPERMARKET
EntrantDDB CHINA GROUP Shanghai, CHINA
Type of EntryCorporate or Brand Itendity
CategoryEnvironmental Design
TitleART, FOR THE PRICE OF EVERYDAY ITEMS
Product/ServiceZENDAI ART SUPERMARKET
Entrant Company:DDB CHINA GROUP Shanghai, CHINA
Design/Advertising Agency:DDB CHINA GROUP Shanghai, CHINA
Credits
Name Company Position
Michael Dee DDB China Group Chief Creative Officer
Victor Ng DDB China Group Executive Creative Director
Jody Xiong DDB China Group Creative Director
Jody Xiong/William Zhang/Jack Xuan/Cong Ding DDB China Group Art Director
Jason Jin/Leo Liu DDB China Group Copywriter
Jody Xiong DDB China Group Illustrator
Jody Xiong DDB China Group Designer
Jody Xiong DDB China Group Typographer
Jenny Liu DDB China Group Planner
Jacqueline Wu/James Chen DDB China Group Print Production
Rico Zhang DDB China Group Editor
Fanny Zhang J.K.Studio Producer
Keno Zhao/King Zhang Photographer

Brief Explanation

Most Chinese people don’t buy original art pieces because of the perception that art is expensive and exclusive. We want to deliver our key message, “ART, FOR THE PRICE OF EVERYDAY ITEMS” to the masses and make them actually buy Zendai’s affordable art pieces.

Describe the brief from the client:

Shanghai Zendai Art Supermarket is the biggest affordable-art marketplace in China. 90% of its original art pieces are affordably priced from $2 to $300. Zendai's mission is to make people believe that original art can also be accessible.

Description of how you arrived at the final design:

We installed actual everyday items on 3m x 2.5m canvas boards, re-illustrating some of the greatest art pieces, such as Roy Lichetenstein's 'Girl With Hair Ribbon', Jackson Pollock's 'Number 14 Gray', Egon Schiele's 'Self-Portrait', El Lissitzky’s ‘Victory over the Sun’ and Joan Miro’s ‘Head of a Catalan Peasant’, and exhibited them on the streets. We also put QR codes on each label beside the canvas so people can scan them using their smartphones and went directly to Zendai’s website where they can browse all the in-stock original art pieces and buy their ideal ones.

Indication of how successful the outcome was in the market:

Since the campaign’s launch, mass influences have been generated. Related posts and reproductions reach 37,800 over the Internet. Our outdoor ads are invited for an exhibition in Zendai Art Museum. The campaign also attracted several TV special reports. Zendai’s visitor numbers rose by 68%, online traffic and website visits shot up by 126% and overall sales increased by 57%.