|Title||WEAPONS MOTION GRAPHICS|
|Brand||CENTER FOR PSYCHOLOGICAL RESEARCH, SHENYANG|
|Product / Service||CENTER FOR PSYCHOLOGICAL RESEARCH, SHENYANG|
|Entrant||OGILVY BEIJING, CHINA|
|Entrant Company||OGILVY BEIJING, CHINA|
|Advertising Agency||OGILVY BEIJING, CHINA|
|Graham Fink, Juggi Ramakrishnan/Qi Xingsheng/Wilson Chow/Doug Schiff/Wang Fei||Ogilvy Beijing||Creative Directors|
|Xie Yong||Ogilvy Beijing||Designer|
|Juggi Ramakrishnan/Wilson Chow/Guilin Bo/Chuyu Li/Doug Schiff||Ogilvy Beijing||Copywriters|
|Qi Xingsheng/Xiao Xiaodong/Fu Lei/Li Kaixin/Xie Yong/Wang Fei/Morris Ku||Ogilvy Beijing||Art Directors|
|Morris Ku||Ogilvy Beijing||Video Editor|
|Rita Yang/Quetina Yang/Li Jing||Ogilvy Beijing||Innovative Digital Planners/Producers|
|Wang Fei, Jason Wee||Ogilvy Beijing||Website Designer|
|Eric Wu||Ogilvy Beijing||Creative Technologist|
|Soonguan Poh||Ogilvy Beijing||Art Director|
|Kaiser Sound Studios||Sound Design|
|Diederik Van Middelkoop||Massive Music Shanghai Producer||Music Producer|
|Jeremy Webb/Bob Wang||Ogilvy Beijing||Social Leads|
|Ben Xu||Ogilvy Beijing||Content/Kol Manager|
|Frank Chen||Ogilvy Beijing||Social Platform Technical Support|
|Zhang Lei||Ogilvy Beijing||Software Motion Designer|
|Guo Yu/Wan Xing/Wang Tongxue/Lin Wangqiu||Ogilvy Beijing||3d Designers|
|Didi Shao/Sisi Xing||Ogilvy Beijing||Website Designers|
|Ding Jinfeng||Ogilvy Beijing||Outdoor Production Supervisor|
|Sun Zheng||Ogilvy Beijing||Animation Designer|
The key objective was to help parents, teachers and citizens of the power of words. Particularly abusive words. We needed to give parents pause, to make them sit up and take notice about the style of parenting and the words they use with their children. The significant challenge was with such a small budget, how to create something that people noticed and that they felt deeply. The key challenges was to show this in a way that would engage, surprise and make a lasting impression.
The Center for Psychological Research, Shenyang, China, is a government body that is concerned about the rise of juvenile crime in the northern region. Their research shows a strong link between juvenile crime and childhood verbal abuse. They wanted parents and teachers of Shenyang to understand that this kind of abuse can cause significant psychiatric problems, sometimes even leading to violent crime.
We took the words of abuse and realized that with their many parts, they could possibly turned into the very weapons they used to commit their crimes. So craftsmen and artists transformed the abusive words first into nickel-plated steel. Then we created 3D equivalents and gave them a little weathering, for online use. We then decided to place them in an urban background, perhaps similar to a place where they were often used. And finally added a victim, at varying ages to bring the human element and the cold steel of the words and weapons together.
326 calls were made to the helpline in the first two weeks, along with creating 3,112,315 impressions on the Center's Weibo topic page. Over 30 websites (including government official sites) and 9 TV stations carried reports of this important campaign.