Title | THE WRATH OF COAL |
Brand | CHINA ALLIANCE FOR LOW CARBON ACTION |
Product / Service | HONEYCOMB-SHAPED BRIQUETTE |
Category | A01. Event & Field Marketing |
Entrant | SAATCHI & SAATCHI Shanghai, CHINA |
Entrant Company: | SAATCHI & SAATCHI Shanghai, CHINA |
Sales Promotion/Advertising Agency: | SAATCHI & SAATCHI Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Ng Fan | Saatchi/Saatchi | Ecd |
Michael Lee | Saatchi/Saatchi | Md |
Forest Young | Saatchi/Saatchi | Creative Director |
Jason Su | Saatchi/Saatchi | Copywriter |
Kai She | Saatchi/Saatchi | Copywriter |
Frankie Qian | Saatchi/Saatchi | Copywriter |
Ken Lee | Saatchi/Saatchi | Art |
Andy Liu | Saatchi/Saatchi | Art |
Jun Zhou | Saatchi/Saatchi | Designer |
Jun Fan | Saatchi/Saatchi | Photographer |
Ping Li | Saatchi/Saatchi | Photographer |
Gang Jin | Saatchi/Saatchi | Photographer |
Ju Xiang | Ju Xiang Advertising | Post-Production |
Danny Duan | Ju Xiang Advertising | Director |
Troy Sullivan | Saatchi/Saatchi | Copywriter |
More than 70% of China's energy comes from coal. But the citizens of China are paying a high price; in terms of lower air quality which affects the health of millions of people. And in terms of lives; every year thousands of workers die in coal mine accidents. China Alliance for Low Carbon Action, one of the largest unofficial low carbon organizations, is in need of a campaign to draw attention to this problem so as to appeal to more enterprises to join the transformation of the low carbon economy.
Honeycomb-shaped coal briquettes are used widely in China for cooking and heating. Our idea was to make the world's largest honeycomb-shaped briquette and create an art installation to symbolise how coal is crushing our society. The installation has been exhibited for 3 weeks.
It registered over 100 thousand visitors and been invited for a permanent exhibition in 2 famous art galleries. 250 major media reported the work and there are 890578 discussions and 763326 transfers in the social media. CONCLUSION it reaches an audience of over 80 million. 12 more organizations were inducted into China Alliance for Low Carbon Action. Premier Wen Jiabao announced to reduce 40%-45% carbon emissions by 2020. In government, industry and society, there's renewed focus on creating environmentally friendly solutions for China's growing energy demands.
China Alliance for Low Carbon Action is one of the largest unofficial low carbon organizations. Honeycomb-shaped coal briquettes are used widely in China for cooking and heating. The world's largest honeycomb-shaped briquette with a tone of coals and put it on the slope with a tendency of rolling towards a large group of vehicles. The contrast between the huge briquette and the small vehicle group reflects the inability of human beings when faced with the vengeance of the nature.