ILLITERATE - GLASS
Campaign
1 of 2
2 of 2
| Title | ILLITERATE - GLASS |
| Brand | NEW CITIZEN PROGRAM |
| Product / Service | NEW CITIZEN PROGRAM |
| Category | B02. Best use of Ambient Advertising: Special Build |
| 2 of 2 Campaign | |
| Entrant | OGILVY BEIJING, CHINA |
| Entrant Company: | OGILVY BEIJING, CHINA |
| Advertising Agency: | OGILVY BEIJING, CHINA |
Credits | |
| Executive Creative Director | Nils Andersson |
| Creative Director | Forest Young |
| Copywriter | Matthew Curry/Yuan Zhong/Kweichee Lam/Song Yue |
| Producer | Wei Chao |
| Art Director | Forest Young/Nils Andersson/Lena Hou/Rocky Ren/Yu Zhenhua |
| Photographer | Johnny Pan/Wolf Liu |
Execution
In order to highlight the educational plight of migrant workers’ kids, New Citizen Program commissioned local artists to create installation art pieces outside popular art galleries around Beijing. The pieces were constructed out of material often used by migrant workers; each with a book placed just out of reach and a number to call if people wished to donate.