| Title | MIND ART |
| Brand | WINSOR & NEWTON |
| Product / Service | WINSOR & NEWTON ACRYLIC PAINT |
| Category | A02. Use of exhibitions and installations |
| Entrant | OGILVY & MATHER SHANGHAI, CHINA |
| Entrant Company | OGILVY & MATHER SHANGHAI, CHINA |
| Advertising Agency | OGILVY & MATHER SHANGHAI, CHINA |
| Media Agency | SOHO SQUARE 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 |
| William Huen | Ogilvy/Mather Advertising Shanghai | Agency Producer |
| Keno Zhao | Ogilvy/Mather Advertising Shanghai | Photographer |
| Yuan Yong | Ogilvy/Mather Advertising Shanghai | Managing Director |
| Christian Chan | Ogilvy/Mather Advertising Shanghai | Account Director |
| Hyden | Gwantsi Production | Director |
| Ryan Lou | Hogarth Shanghai | Post Producer |
| Judy Luo | Hogarth Shanghai | Editor |
| Mark Ng | Hogarth Shanghai | Editor |
| Allen Wang | Ogilvy/Mather Advertising Shanghai | Art 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.
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.
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%.
The product is the center of idea execution.