| Title | PAY BACK |
| Brand | BLUE SKEY FORCE |
| Product / Service | ANTI-AIR POLLUTION |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | LEO BURNETT GUANGZHOU, CHINA |
| Entrant Company | LEO BURNETT GUANGZHOU, CHINA |
| Advertising Agency | LEO BURNETT GUANGZHOU, CHINA |
| Media Agency | HAVAS WORLDWIDE SHANGHAI, CHINA |
| Name | Company | Position |
|---|---|---|
| Jim Lin | Leo Burnett Guangzhou | Illustrator |
| Zhou Jie | Leo Burnett Guangzhou | Designer |
| Ivan Yang | Leo Burnett Guangzhou | Art Director |
| Jasmine Zhu | Leo Burnett Guangzhou | Art Director |
| Akui Ke | Leo Burnett Guangzhou | Senior Copywriter |
| Joe Yue | Leo Burnett Guangzhou | Associate Creative Director |
| Lau Tak Ho | Leo Burnett Guangzhou | Creative Director |
| Chong Kin | Leo Burnett Guangzhou | Executive Creative Director |
The booth and campaign attracted a big crowd of people. It is successful in the sense that the message is reinforced in people’s minds by their very personal experience. Approximately 200 PAY BACK UMBRELLAS were distributed in every 10 minutes.
We set up a booth near a shopping mall in Guangzhou CBD. When given the samples of PAY BACK UMBRELLA, people started their personal trials and witnessed the process of perfect white turning to black. The message, “whatever you gave to the sky, it gives it back to you”was well communicated in the form of a Chinese couplet.
Whatever you gave to the sky, it gives it back to you. (In the form of a Chinese couplet) To arouse people's attention and care about the emission of pollutant gas into the sky of China.