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  • SUB CATEGORY :
    LOTUS ROOTS
  • COMPANY ENTERING :
    MCGARRYBOWEN, SHANGHAI
  • TITLE :
    THE FADING FONT
  • BRAND :
    ALZHEIMER’S DISEASE AWARENESS COMMUNICATION
  • ADVERTISER :
    ALZHEIMER'S DISEASE CHINESE
  • AGENCY :
    MCGARRYBOWEN, SHANGHAI
  • CHIEF CREATIVE OFFICER :
    JEFFRY GAMBLE
  • CREATIVE DIRECTOR :
    RECKY HOU/SWING GU
  • COPYWRITER :
    DORA TSAO/LINGFEI XIE
  • ART DIRECTOR :
    LEO LI/BILLIE CHEN/LOUIS PENG
  • ACCOUNT DIRECTOR :
    SIMONE TAM/CAROL MA/TWINKLE LIN/IZZY SHEN
  • FONT DESIGNER :
    HANYI
  • CULTURAL CONTEXT EXPLANATION :
    CHINA HAS THE HIGHEST NUMBER OF ALZHEIMER’S SUFFERERS IN THE WORLD, BUT IT ALSO HAS ONE OF THE LOWEST AWARENESS AND UNDERSTANDING LEVELS OF ITS SYMPTOMS. WE NEED TO CREATE AWARENESS IN A MEMORABLE WAY. SO WE TOOK ONE THING THAT CHINESE PEOPLE USE TO EXPRESS FEELINGS AND MEMORIES AND
    RE-DESIGNED IT TO BECOME A POWERFUL SYMBOL. THE CHINESE CHARACTER, WITNESSES AND RECORDS WHOLE LIFETIME OF CHINESE PEOPLE, ALSO A SYMBOL THAT CAN BE EASILY CUSTOMIZED AND SHARED. WE CREATED THE FADING FONT, A SPECIALLY DESIGNED CHINESE CHARACTERS THAT HAVE STROKES FADED AWAY, SYMBOLIZING THE LOSS OF MEMORY. AND WE DESIGNED NEARLY 7,000 COMMON CHINESE CHARACTERS TO MAKE A CHINESE FONT LIBRARY. ON WORLD ALZHEIMER DISEASE DAY, WE PROVIDED THIS AS A FREE TOOL FOR PUBLIC TO USE AND SPREAD. THIS FONT LIBRARY OPENED THE GREAT POSSIBILITY FOR GENERATED CONTENT. FINALLY, PEOPLE WILL NEVER FORGET ALZHEIMER DISEASE.
  • CAMPAIGN SUMMARY :
    CHINA HAS THE LARGEST NUMBER OF ALZHEIMER PATIENTS IN THE WORLD. BECAUSE OF THE LACK OF KNOWLEDGE, THEY MISS THE RIGHT TIMING FOR MEDICAL TREATMENT. AS THE DISEASE GROWS, PATIENTS WILL GRADUALLY LOSE THEIR WORD COGNITIVE ABILITY AND EVEN LOSE THEIR MEMORIES. HOW TO RAISE PUBLIC ATTENTION TO ALZHEIMER DISEASE BY AN EFFECTIVE AND SUSTAINABLE DESIGN? CHINESE CHARACTER, OWNS THE LARGEST NUMBER OF CHARACTERS IN THE WORLD, WHICH RECORDS WHOLE LIFETIME OF CHINESE. SO, WE CREATED THE ALZHEIMER FONT, A SPECIALLY DESIGNED CHINESE CHARACTERS THAT HAVE STROKES FADED AWAY, SYMBOLIZING THE LOSS OF MEMORY. AND WE DESIGNED NEARLY 7,000 COMMON CHINESE CHARACTERS TO BUILD IT INTO AN APPLICABLE CHINESE FONT LIBRARY. IN WORLD ALZHEIMER DISEASE DAY, WE PROVIDED THIS AS A FREE TOOL FOR PUBLIC TO USE AND SPREAD. THIS HUGE CHINESE CHARACTER LIBRARY OPENED THE GREAT POSSIBILITY FOR GENERATING CONTENT. FINALLY, PEOPLE WILL NEVER FORGET ALZHEIMER DISEASE.
  • THE BRIEF :
    CHINA HAS THE HIGHEST NUMBER OF ALZHEIMER’S SUFFERERS IN THE WORLD, BUT IT ALSO HAS ONE OF THE LOWEST AWARENESS AND UNDERSTANDING LEVELS OF ITS SYMPTOMS, LEADING TO PEOPLE GETTING TREATMENT TOO LATE. ROBBING THEM OF THE MOST PRECIOUS THING THEY HAVE, THEIR MEMORIES. WE NEED TO CREATE AWARENESS OF NOT JUST THE DISEASE BUT ALSO THE SYMPTOMS.
  • THE STRATEGY :
    WE TOOK THE ONE THING THAT WE USE TO EXPRESS OUR FEELINGS AND OUR MEMORIES AND RE-DESIGNED IT TO BECOME A POWERFUL SYMBOL. A SYMBOL THAT CAN BE EASILY CUSTOMIZED AND SHARED, WHICH IS CHINESE CHARACTER, OWNS THE LARGEST NUMBER OF CHARACTERS IN THE WORLD WHICH WITNESSES AND RECORDS WHOLE LIFETIME OF CHINESE PEOPLE.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    WE CREATED THE FADING FONT, A SPECIALLY DESIGNED CHINESE CHARACTERS THAT HAVE STROKES FADED AWAY, JUST LIKE HOW ALZHEIMER’S WOULD TAKE AWAY PEOPLE’S MEMORIES PIECE BY PIECE. AND WE DESIGNED NEARLY 7,000 COMMON CHINESE CHARACTERS TO BUILD IT INTO AN APPLICABLE CHINESE FONT LIBRARY. ON WORLD ALZHEIMER DISEASE DAY, WE PROVIDED THIS AS A FREE TOOL FOR PUBLIC TO USE AND SPREAD. AS PEOPLE USED THE FONT, NOT ONLY DID IT CREATE AWARENESS BUT ALSO, GAVE THEM A SENSE OF WHAT IT WOULD FEEL LIKE TO LIVE WITH THIS DISEASE.
  • THE RESULT :
    THE RESPONSE WAS UNFORGETTABLE. WITHIN THE FIRST 24 HOUR, IT BOOMED ON SOCIAL MEDIA. WITHOUT ANY MEDIA INVESTMENT, PEOPLE STARTED TO SPONTANEOUSLY CREATE CUSTOM MEMES WHICH INSPIRED NUMEROUS BRANDS SHARE SOCIAL POSTS WITH OUR FONT, AND THEN OOH … AND SURPRISINGLY, MANY CELEBRITIES HAD ALSO JOINED. FINALLY, PEOPLE WILL NEVER FORGET ALZHEIMER DISEASE. THE FONT HAS BEEN DOWNLOADED AND USED OVER 130,000 TIMES, NO.1 HOT TOPIC ON SINA WEIBO, OVER 34,000,000 VIEWS, OVER 100 BRANDS AND CELEBRITIES JOINED THE PROMOTION, AND THE CAMPAIGN HAS A TOTAL REACH OF OVER 234,870,000 PEOPLE.