Cultural / Context information for the jury

The brand Fengon scenery spells and sounds the same as “scenery” in Chinese. By highlighting the relevance between Fengon and scenery, further enhanced the awareness of the brand and established the national brand image.

Write a short summary of the ambient work.

The campaign is about setting out on a monumental journey and visiting the unique locations on each banknote. The whole work was outdoor filming. Our trek encompasses the Potala Palace in Lhasa (50 Yuan note), the Three Gorges Dam in Chongqing (10 Yuan note), Guilin’s beautiful Li River (20 Yuan note), Hangzhou’s West Lake (1 Yuan note), Mount Tai in Shandong (5 Yuan note), and Great Hall of the people in Beijing (100 Yuan note). During the trip, Fengon traveled 13,000 km across 15 provinces and faced many terrains. It drove through desert, rainforest, mountain and snowfield.