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  • SUB CATEGORY :
    BEST USE OF DIRECT AMBIENT: LARGE SCALE
  • COMPANY ENTERING :
    PUBLICIS CHINA, SHANGHAI
  • ENTRY TITLE :
    POCKET WITH LOVE
  • BRAND :
    TENCENT CHARITY / XIHAN ACTION
  • ADVERTISER :
    PUBLICIS GUANGZHOU
  • AGENCY :
    PUBLICIS CHINA, GUANGZHOU
  • CHIEF CREATIVE OFFICER :
    SHEENA JENG
  • EXECUTIVE CREATIVE DIRECTOR :
    AKAE WANG
  • CREATIVE DIRECTOR :
    YOLANDA ZHENG
  • COPYWRITER :
    AIYA CHU/STEVEN LI
  • ART DIRECTOR :
    JANET ZHU/KING WANG/RAYMOND ZHANG/SHAWN XIONG
  • ACCOUNT MANAGER :
    EMING ZOU
  • AGENCY PRODUCER :
    BENDIT LI
  • FILM PRODUCTION COMPANY :
    MAGIC PAINT ADVERTISING, GUANGZHOU
  • DIRECTOR :
    EDMOND XU
  • EXECUTIVE PRODUCER :
    KOBE LAI
  • FILM PRODUCER :
    SHIRLEY LI
  • EDITOR :
    MO
  • THE BRIEF :
    QIANG PEOPLE IS ONE OF THE CHINESE ETHNIC MINORITIES. MOST OF THE QIANG WOMEN ARE GOOD AT EMBROIDERY WHICH IS A CLULTURAL SKILL WITH 1500 YEARS HISTORY. HOWEVER, THE QIANG EMBROIDERY IS FACING THE IMPACT OF CHINA’S RAPID MODERNIZATION, THE ANCIENT HANDICRAFT IS REGARDED AS NOT FASHION, WHICH MAKES THE QIANG WOMEN HAVE TO LEAVE THEIR OWN VILLAGE AND GO OUT FOR A 5 US DOLLAR DAILY WAGE JOB. WE HOPE THE QIANG WOMEN CAN LIVE BY THEIR HANDICRAFTS SO AS TO INHERIT THE CULTURE OF QIANG EMBROIDERY. DON’T DONATE, ADOPT A POCKET ON YOU.
  • THE STRATEGY :
    STRATEGY: NOT DONATION, BUT A CHANCE FOR THE QIANG WOMEN TO WORK. TO COMBINE THE QIANG EMBROIDERY WITH THE PUBLIC BUSINESS AND LET THE QIANG EMBROIDERY ENTER THE YOUTH’S TREND VIA SOCIAL WEBSITE. THIS PROJECT HAS ESTABLISHED A CONNECTION BETWEEN QIANG EMBROIDERY AND THE MARKET, SO AS TO LET THE QIANG WOMEN LIVE BY THEIR HANDICRAFT AND INHERIT THE CULTURE OF QIANG EMBROIDERY AS WELL. WE HOPE THE QIANG WOMEN CAN LIVE BY THEIR HANDICRAFTS SO AS TO INHERIT THE CULTURE OF QIANG EMBROIDERY.
  • THE EXECUTION :
    EVERY POCKET OFFERS A QIANG WOMAN WITH 6 HOURS’ WORK. WE DESIGN A POCKET WHICH IS LIKE THE QIANG WOMEN’S DRAWING BOARD. QIANG WOMEN CAN SEW VARIOUS QIANG PATTERN ON THE POCKETS OF DIFFERENT TEXTURE, COLOR AND SIZE.MEANWHILE, EVERY QIANG EMBROIDERED POCKET IS A WELL-DESIGNED ELEMENT, WHICH CAN GO WITH DIFFERENT FASHION ITEMS. FOR EXAMPLE, YOU CAN SEW THE QIANG EMBROIDERED POCKET ON YOUR CLOTHES, BAGS OR TOYS.WE BRING THE UGC MODEL TO DESIGN SO AS TO MAKE THE QIANG EMBROIDERED POCKET BECOME REDESIGNED. EVERYONE WHO ADOPTS THE POCKET CAN CREATE THEIR OWN FASHION ITEM BY THEIR OWN STYLES.
  • THE RESULT :
    1. IN ONLY 1 MONTH, 1600 QIANG FAMILIES HAVE BEEN ARRANGED 1 YEAR’S WORK AND EARNED ENOUGH LIVING WAGES THROUGH THEIR OWN HANDICRAFT. 2. THE QIANG POCKETS HAVE BECOME POPULAR TO THE YOUTH AND GAINED FREQUENT EXPOSURE IN THE STREET AND SOCIAL MEDIA. THE CELEBRITIES JOINED THE POCKET DIY, RAISING FANS’ CONCERNS AND FOLLOW. 3. FAMOUS GARMENT BRANDS HAVE PRODUCED CLOTHES IN QIANG EMBROIDERY, BUILDING UP THE CONNECTION BETWEEN THE MANUAL QIANG EMBROIDERY AND THE FACTORIES. 4. REPORTED BY LOTS OF FASHION MAGAZINES AND FASHION SHOW REPORTS, THE ANCIENT QIANG EMBROIDERY RETURNED IN FASHION ATTITUDE.