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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

2014 Branded Content & Entertainment

MIND ART

ClientWINSOR & NEWTON
CategoryA05. Live Experience
TitleMIND ART
Product/ServiceWINSOR & NEWTON ACRYLIC PAINT
Entrant Company OGILVY & MATHER SHANGHAI, CHINA
Contributing Company 2 OGILVY & MATHER SHANGHAI, CHINA
Contributing Company SOHO SQUARE Shanghai, CHINA
Production Company GWANTSI Shanghai, CHINA
Credits
Name Company Position
Graham Fink Ogilvy/Mather Advertising Shanghai Chief Creative Officer
Jody Xiong Ogilvy/Mather Advertising Shanghai Creative Director
Rocky Hao Ogilvy/Mather Advertising Shanghai Creative Director
Sean Sim Ogilvy/Mather Advertising Shanghai Copywriter
Martin Latham Ogilvy/Mather Advertising Shanghai Copywriter
Jody Xiong Ogilvy/Mather Advertising Shanghai Art Director
William Huen Ogilvy/Mather Advertising Shanghai Agency Producer
Keno Zhao Ogilvy/Mather Advertising Shanghai Photographer
Yuan Yong Ogilvy/Mather Advertising Shanghai Account Service
Christian Chan Ogilvy/Mather Advertising Shanghai Account Director
Hyden Gwantsi Production Director
Ryan Lou Hogarth Shanghai Post Producer
Judy Luo Hogarth Shanghai Editor
Jody Xiong Ogilvy/Mather Advertising Shanghai Artist
Allen Wang Ogilvy/Mather Advertising Shanghai Art Director

Describe the campaign/entry:

No specific restrictions or regulations in this territory.

Results:

Challenge: As world’s leading acrylic paint supplier, Winsor & Newton has very low brand awareness in China. Clients want us to raise the brand awareness within a small budget. Objectives: Raising brand awareness for Winsor & Newton in China, secondly raising the sales. Strategy: Considering the small budget, we decided to go from the charity angle. By weaving our brand naturally in a project for disabled people, we wanna make it a topic all around China. Execution: Sixteen handicapped people were recruited via social media to participate in this project. First they chose their colours. Then the colours were placed in balloons equipped with tiny detonators. Large canvas panels surrounded these balloons on all sides. By concentrating hard, electronic signals from their brains were captured and sent to a NeuroSky processing unit that triggered the detonators. Which resulted in wonderfully abstract paintings.

The Mind Art exhibition toured 22 cities around China with average 50,000 visitors per week. Some of the paintings were auctioned and earned over RMB 800,000 which went to help disabled charities.

The Mind Art project exploded on TV stations, national press and social media. Many opinion leaders re-tweeted and made it a big topic across China. Finally reaching nearly 20,000,000 media impressions for free. The Mind Art exhibition toured 22 cities around China with average 50,000 visitors per week. Some of the paintings were auctioned and earned over RMB 800,000 which went to help disabled charities. A happy side outcome was that the brand awareness of Winsor & Newton went up 17%. And sales rose by 6.6%.