| Title | MIND ART |
| Brand | WINSOR & NEWTON |
| Product / Service | WINSOR & NEWTON ACRYLIC PAINT/ DISABILITY CARE |
| Category | A02. Corporate Responsibility |
| Entrant | OGILVY & MATHER SHANGHAI, CHINA |
| Entrant Company | OGILVY & MATHER SHANGHAI, CHINA |
| Advertising Agency | OGILVY & MATHER SHANGHAI, CHINA |
| Media Agency | SOHO SQUARE Shanghai, CHINA |
| PR Agency | OGILVY PUBLIC RELATIONS Shanghai, CHINA |
| Production Company | GWANTSI Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Graham Fink | Ogilvy/Mather Advertising Shanghai | Chief Creative Officer |
| Jody Xiong | Ogilvy/Mather Advertising Shanghai | Creative Director |
| Rocky Hao | Ogilvy/Mather Advertising Shanghai | Creative Director |
| Sean Sim | Ogilvy/Mather Advertising Shanghai | Copywriter |
| Martin Latham | Ogilvy/Mather Advertising Shanghai | Copywriter |
| Jody Xiong | Ogilvy/Mather Advertising Shanghai | Art Director |
| Allen Wang | Ogilvy/Mather Advertising Shanghai | Art Director |
| Keno Zhao | Ogilvy/Mather Advertising Shanghai | Photographer |
| Yuan Yong | Ogilvy/Mather Advertising Shanghai | Managing Director |
| Hyden | Gwantsi Production | Director |
As world’s leading acrylic paint supplier, Winsor & Newton has very low brand awareness in China. Clients want us to raise the brand awareness within a small budget.
Our client wanted us to raise the brand awareness within a small budget.
The Mind Art project exploded on TV stations, national press and social media. Many opinion leaders re-tweeted and made it a big topic across China. Finally reaching nearly 20,000,000 media impressions for free. The Mind Art exhibition toured 22 cities around China with average 50,000 visitors per week. Some of the paintings were auctioned and earned over RMB 800,000 which went to help disabled charities. A happy side outcome was that the brand awareness of Winsor & Newton went up 17％. And sales rose by 6.6%.
Sixteen handicapped people were recruited via social media to participate in this project. First they chose their colours. Then the colours were placed in balloons equipped with tiny detonators. Large canvas panels surrounded these balloons on all sides. By concentrating hard, electronic signals from their brains were captured and sent to a NeuroSky processing unit that triggered the detonators. Which resulted in wonderfully abstract paintings.
As world’s leading acrylic paint supplier, Winsor & Newton has very low brand awareness in China.
Considering the small budget, we decided to go from the charity angle. By weaving our brand naturally in a project for disabled people, we wanna make it a topic all around China using public relations.