SOUNDWAVES CHRISTMAS TREE

Short List
TitleSOUNDWAVES CHRISTMAS TREE
BrandWORLD VISION TAIWAN
Product / Service113 CHILD PROTECTION HELPLINE
CategoryD02. Ambient Outdoor
EntrantWUNDERMAN THOMPSON Taipei, TAIPEI
Idea Creation WUNDERMAN THOMPSON Taipei, TAIPEI

Credits

Name Company Position
I-Fei Chang Wunderman Thompson Taipei Chief Creative Officer
Lulu Lu Wunderman Thompson Taipei Executive Creative Director
Ada Han Wunderman Thompson Taipei Associate Creative Director
Easy Tsai Wunderman Thompson Taipei Senior Copywriter
Xuan Yeh Wunderman Thompson Taipei Associate Art Director
Sheung-Yan Lo Wunderman Thompson APAC Chief Creative Officer

Write a short summary of what happens in the ambient or digital execution or campaign.

At Christmas, people always take photograph with their Christmas trees, but this time, this habit hides a message that you don't know but must know. We collected the sound waves of abused children and transformed them into a unique Christmas tree.Then, We installed the Christmas tree at the Taipei main Station which is filled with people heading home for the holidays attracting people to take a picture. When you take a photo of the Christmas tree, you see a different kind of tree the sound wave of abused children calling for help.

Cultural/Context information for the jury

Christmas is always full of joy, isn’t it? But hidden under the joy, there are violence against children happening silently. In Taiwan, child death caused by abuse is on the rise. During Christmas holidays, child abuse cases happen much more frequently. As parents spend more time with their children over the holidays it becomes easier for them to lose patience and become abusive.