THE WRATH OF COAL

TitleTHE WRATH OF COAL
BrandCHINA ALLIANCE FOR LOW CARBON ACTION
Product / ServiceHONEYCOMB-SHAPED BRIQUETTE
CategoryB05. Public Service, Charity & Fund Raising
EntrantSAATCHI & SAATCHI Shanghai, CHINA
Entrant Company:SAATCHI & SAATCHI Shanghai, CHINA
Sales Promotion/Advertising Agency:SAATCHI & SAATCHI Shanghai, CHINA

Credits

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

The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.