EntrantBBH CHINA Shanghai, CHINA
Type of EntryCorporate or Brand Itendity
Product/ServiceWWF CHINA
Entrant Company:BBH CHINA Shanghai, CHINA
Design/Advertising Agency:BBH CHINA Shanghai, CHINA
Name Company Position
Johnny Tan BBH China Executive Creative Director
Yinbo Ma BBH China Art Director
Joanna Zhang BBH China Art Director
Carol Ong BBH China Copywriter
Ken Lu BBH China Copywriter
Leo Zhang BBH China Copywriter
Jasmine Huang BBH China Account Director
Natalie Ann BBH China Account Executive
Ding Aili Illustrator
Christian Chambenoit Photographer
Nelson Lim Digital Imaging Retoucher

Brief Explanation

The Shanghai World Expo was the largest world's fair site ever, and participated by 250 countries and organizations, each having their own exhibits or pavilion. Our task was to get Chinese to think differently about FSC wood, and learn more in the WWF Pavilion.

Describe the brief from the client:

Promote the WWF FSC-certified wood Exhibition in Octoer 2010 at the Shanghai World Expo. FSC-certified wood comes from renewable forests that protect our environment. The problem is, most Chinese don't know or don't care about this.

Description of how you arrived at the final design:

Idea: FSC wood brings you good fortune. The Chinese love posting traditional fortune posters for each occasion. These have icons to represent prosperity, long life and family blessings. We replaced these with an iconic Good Fortune Tree. The copy, crafted in the style of traditional Chinese greetings, positioned FSC-certified wood products as bearers of good fortune.

Indication of how successful the outcome was in the market:

In October, the handcrafted artworks drew nearly 300,000 visitors to the WWF Pavilion.