The Campaign

We turned the frames themselves into a work of art. Sometimes The Frame is The Art.

Creative Execution

To demonstrate how seriously LongHui ArtFrame takes its frames, we turned the frames themselves into works of art. By showing that “the frame is the art”, we created the impression that LongHui ArtFrame knows more about art than its competitors. We converted a wall in a subway station into an art exhibition featuring three artworks composed entirely out of LongHui ArtFrame. Our series was exhibited in Shanghai's Sha'anxi Nan Road Subway Station in a high-traffic corridor between Lines 1 and 12.  The advertising space was 280cm high x 900cm long, while the scale of each artwork was 125x176cm, 67x109cm and 75x75cm.

Indication of how successful the outcome was in the market

Every day around 140,000 commuters passed by the station, many of whom stopped to enjoy the exhibition. The exhibition garnered free local media coverage and raised awareness of LongHui ArtFrame. The exhibition isn't over yet, and further results are pending. There are also plans to exhibit the works in an art gallery.

There are thousands of frame shops in Shanghai, and most of them are clustered together in certain areas like Shanghai’s Painters’ Street. It all makes for an extremely competitive business environment! But it’s not just tough on sellers, it’s also tough on consumers who find it hard to differentiate between all of these frame shops. Further, most consumers don’t even know how to pick the right frame for their painting. Our approach is to use the existing frames themselves and turned it into a work of art.