Title | ART OF ABSORPTION |
Brand | MAYFLOWER |
Product / Service | TOILET PAPER |
Category | A06. Best Use of Special Events And Stunt/Live Advertising |
Entrant | PUBLICIS SHANGHAI, CHINA |
Entrant Company | PUBLICIS SHANGHAI, CHINA |
Advertising Agency | PUBLICIS SHANGHAI, CHINA |
Name | Company | Position |
---|---|---|
Mavis Wang | Publicis Sh | Account Manager |
Maggie Chen | Publicis Sh | Account Manager |
Lauren Liu | Publicis Sh | Account Manager |
Chen Long | Publicis Sh | Producer |
Terri Yuan | Publicis Sh | Producer |
Blue Moon | Photographer | |
Jincheng Li | Publicis Sh | Designer |
Angela Ann Antonio | Publicis Sh | Art Director |
Kevin Yuan | Publicis Sh | Copywriter |
Akae Wang | Publicis Sh | Executive Creative Director/Copywriter/Illustrator |
Sheena Jeng | Publicis Sh | Chief Creative Officer |
The exhibition was very well-received by visitors and passers-by. It earned 6 press reports, 4 digital magazine reports, 2M impressions on weibo, 12% market share after launch, 92% brand awareness and ranked 2nd in consumer’s ideal brands. Plus hundreds of creative ink&wash paintings on toilet paper were created.
We did a bold product demonstration and made toilet paper as a canvas of ink & wash paintings. In this simple yet artistic way, we showcased that the product can withstand wetness. To further push the idea, local painters were asked to interpret subjects about “wetness”. High-traffic locations such as “SuperBrand Mall”, the biggest shopping complex in Shanghai, Guangzhou and Beijing metro stations were transformed into art galleries. We transformed boring and plain locations into exhibition areas and some of the artworks were strategically located near toilet rooms. At the exhibit, people could also try to do their own ink&wash paintings on toilet paper. This turned the product itself into the medium.
Mayflower, a local tissue brand in China has a new product that is stronger than most 3 ply toilet paper. They wanted to communicate its product’s powerful absorption. But being a late entry brand, they wanted to do something engaging that will stand out from the other well-known brands.