LIGHT AFTER SCHOOL

Short List
TitleLIGHT AFTER SCHOOL
BrandHAIER
Product / ServiceLIGHTING
CategoryA06. Promotional Items
EntrantPUBLICIS SHANGHAI, CHINA
Entrant Company PUBLICIS SHANGHAI, CHINA
Advertising Agency PUBLICIS SHANGHAI, CHINA

Credits

Name Company Position
Erik Vervroegen Publicis World Wide World Wide Chief Creative Officer
Sheena Jeng Publicis China Chief Creative Officer/Planner
Akae Wang Publicis Shanghai Executive Creative Director
Will Tao Publicis Shanghai Senior Creative Director/Designer
Xia Wang Publicis Shanghai Art Director/Designer
Zoe Zhao Publicis Shanghai Art Director
Hui Yao Publicis Shanghai Art Director
Nyah Sun Publicis Shanghai Art Director
Dola Qi Publicis Shanghai Copywriter
Jie Shen Publicis Shanghai Structural Designer
Yuan Ting Publicis Shanghai Producer
Anda Wu Publicis Shanghai Producer
Wirland Wu Triangle Director

Brief Explanation

The electricity systems in the western rural areas of China are outdated and fragile. Most families and schools has only one electricity socket. People there have few experience of modern electrical appliances as well, so our idea should be simple and easy to execute. Our key objective is to help those children enjoy the convenient living of electrical appliance, even they are lack of electricity and have little chance to know Haier well.

The Brief

Haier is the world’s No. 1 brand of household electrical appliances. It has been dedicated to creating more values to users around the world, becoming a service provider to improve living environment. But in Western rural China, a lack of electricity force people away from convenient living. Children are compromised to study in a dim candles and oil lamps. Haier decided to do something for the kids.

How the final design was conceived

At first, we have the idea to design a lighting device, it is easy to use, able to enlighten the dark night, and children could read and study after school. Then, we designed Haier Hugging Brightman, using Tandem Theory with one socket to recharge for the entire class. Students can use the electricity system in school to recharge their little friend, the Brightman, and take it back home for 2 hours of lightening to read books and finish their home works.

Indication of how successful the outcome was in the market

Children always like the Brightman at the first sight. They kept it carefully, shown off it to their family and neighbors and shared its light with others in the evening. So far, Haier Hugging Brightman has enlightened the lives of the children in 68 western country schools in China, the number is still growing every day.