Execution

CHALLENGE The “Zendai Himalayas Center”, wanted to generate awareness for its Summer Music event, “Future Water World”; a concert to raise awareness for rising sea levels due to climate change. With their very limited marketing budget, it was essential that they enlisted the help of netizens and on-line media to generate support for the event. SOLUTION We gathered eight traditional “Wi Ping” boats and suspended them 10m above the sidewalk, arranged in the shape of a huge black lotus(a symbol of salvation in China). Pedestrians walking beneath the sculpture could look up at “the floating lotus” and feel the pressure of the rising oceans above them. EFFECT The Work was picked up by the Xinhua News Agency, China Daily, Sina, Tencent and more than 150 smaller sites. Micro-blogging, social media networks and other internet forums generated considerable on-line buzz, resulting in free media worth 100million RMB, reaching 55 million people. 120,000 people attended the three-day music festival. To date more than 2,000,000 people have signed their pledge for environmental action.