86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.

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%.