ILLITERATE-GLASS

TitleILLITERATE-GLASS
BrandNEW CITIZEN PROGRAM
Product / ServiceNEW CITIZEN PROGRAM
CategoryA05. Best Use of Ambient Media: Large
EntrantOGILVY BEIJING, CHINA
Entrant Company:OGILVY BEIJING, CHINA
Advertising Agency:OGILVY BEIJING, CHINA

Credits

Credits

Name Company Position
Nils Andersson Ogilvy Beijing Grope Executive Creative Director
Forest Young Ogilvy Beijing Creative Director
Lena Hou Ogilvy Beijing Art Director
Rocky Ren Ogilvy Beijing Art Director
Matthew Curry Ogilvy Beijing Copywriter
Yuan Zhong Ogilvy Beijing Copywriter
Kweichee Lam Ogilvy Beijing Copywriter
Yu Zhenhua Ogilvy Beijing Art Director
Song Yue Ogilvy Beijing Copywriter

Results and Effectiveness

Viewing the New Citizen Project pieces as art, large crowds gathered to discuss the merits of the work, only to be confronted by a harsh reality. Under the headline was a number to call if people wished to donate. So far, enough money has been raised to commission a new school and enroll 950 new students, with fundraising efforts continuing.

Creative Execution

Appeal to their higher interests. Leveraging the growing appreciation for contemporary Chinese art, New Citizen Project commissioned local artists to create installation art pieces outside popular art galleries around Beijing. The pieces were created from construction materials often used by migrant workers; each with a book placed just out of reach.

Insights, Strategy and the Idea

In China, 21 million kids have been relocated to cities with their migrant working parents. A quarter of them have no hope of ever getting an education. The challenge was to highlight the plight of these kids, and in doing so, raise enough money to get them into school. How could we make people stop, think and begin to appreciate these kids?