Title | WORDS CAN BE WEAPONS |
Brand | CENTER FOR PSYCHOLOGICAL RESEARCH, SHENYANG |
Product / Service | CENTER FOR PSYCHOLOGICAL RESEARCH, SHENYANG |
Category | D02. Small Scale Special Solutions |
Entrant | OGILVY BEIJING, CHINA |
Entrant Company | OGILVY BEIJING, CHINA |
Advertising Agency | OGILVY BEIJING, CHINA |
Production Company | T.B.FILMS ADVERTISING Beijing, CHINA |
Name | Company | Position |
---|---|---|
Graham Fink | Ogilvy Beijing | Creative Director |
Juggi Ramakrishnan | Ogilvy Beijing | Creative Director |
Xingsheng Qi | Ogilvy Beijing | Creative Director |
Wilson Chow | Ogilvy Beijing | Creative Director |
Doug Schiff | Ogilvy Beijing | Creative Director |
Yong Xie | Shenyang University | Designer |
Juggi Ramakrishnan | Ogilvy Beijing | Copywriter |
Wilson Chow | Ogilvy Beijing | Copywriter |
Guilin Bo | Ogilvy Beijing | Copywriter |
Chuyu Li | Ogilvy Beijing | Copywriter |
Xingsheng Qi | Ogilvy Beijing | Art Director |
Xiaodong Xiao | Ogilvy Beijing | Art Director |
Lei Fu | Ogilvy Beijing | Art Director |
Kaixin Li | Ogilvy Beijing | Art Director |
Yong Xie | Ogilvy Beijing | Art Director |
Fei Wang | Ogilvy Beijing | Art Director |
Morris Ku | Ogilvy Beijing | Video Editor |
Rita Yang | Ogilvy Beijing | Innovative Digital Planner/Producer |
Quetina Yang | Ogilvy Beijing | Innovative Digital Planner/Producer |
Jason Wee | Ogilvy Beijing | Website Designer |
We got six juvenile delinquents, all male, between the ages of 16 and 18, from the Shenyang Detention Center to narrate their stories. Artists then transformed the abusive words that had deeply scarred these young men during their childhood into the same weapons that they used to commit crimes in later years. The word-weapons were shown at a two-day public exhibition, between March 26 and 27, 2014 in Shenyang. Over 600 people took part in the event directly and interacted with the weapons. The event was covered by local TV channels. The weapons were also made available on touchscreens and tablets. 326 calls were made to the campaign helpline in the first few weeks. The campaign’s Weibo topic page created over 310,000 impressions in the first month. Over 30 websites (including China government official websites) carried reports of the event. And total reach from the event exceeded 3.2 million people.