|Title||ART FOR THE PRICE OF EVERYDAY ITEMS|
|Brand||ZENDAI ART SUPERMARKET|
|Product / Service||ZENDAI ART SUPERMARKET|
|Category||A05. Best Use of Ambient Media: Large Scale|
|Entrant||DDB CHINA GROUP Shanghai, CHINA|
|Entrant Company:||DDB CHINA GROUP Shanghai, CHINA|
|Advertising Agency:||DDB CHINA GROUP Shanghai, CHINA|
|Media Agency:||HUARUN MEDIA Shanghai, CHINA|
|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||TYPOGRAPHER|
|Jody Xiong||DDB China Group||Designer|
|Jenny Liu||DDB China Group||PLANNER|
|Jacqueline Wu, James Chen||DDB China Group||Print Production|
|Rico Zhang||DDB China Group||Editor|
|Keno Zhao, King Zhang||Photographer|
Since the campaign’s launch, mass influences have been generated. Related posts and reproductions reach 37,800 over the Internet. Our outdoor ads were 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%.
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 where everyday folks can appreciate them. 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.
Most Chinese people don’t buy original art pieces because of the perception that art is expensive and exclusive. 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 actually believe that original art can also be accessible. So we came up with the idea of making cheap everyday items into art pieces, telling them that in Zendai Art Supermarket art pieces are just at the price of everyday items.