|Title||LIGHT AFTER SCHOOL|
|Product / Service||LIGHTING|
|Category||A06. Promotional Items|
|Entrant||PUBLICIS SHANGHAI, CHINA|
|Entrant Company||PUBLICIS SHANGHAI, CHINA|
|Advertising Agency||PUBLICIS SHANGHAI, CHINA|
|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|
The electricity systems in the western rural areas of China are outdated and fragile.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.
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.
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.
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.