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  • SUB CATEGORY :
    AMBIENT: LARGE SCALE
  • COMPANY ENTERING :
    TBWA\SHANGHAI, SHANGHAI
  • TITLE :
    A THREAD OF HOPE
  • BRAND :
    BAO BEI HUI JIA - NGO FOR MISSING CHILDREN
  • ADVERTISER :
    BAO BEI HUI JIA - NGO FOR MISSING CHILDREN
  • AGENCY :
    TBWA\SHANGHAI, SHANGHAI
  • CHIEF CREATIVE OFFICER :
    NILS ANDERSSON
  • EXECUTIVE CREATIVE DIRECTOR :
    RONNIE WU
  • CREATIVE DIRECTOR :
    JASON JIN
  • COPYWRITER :
    JASON JIN/KISSA LIN
  • ART DIRECTOR :
    TONG FAN/CHANGXU LIU/LEI CHEN
  • MARKETING AND COMMUNICATIONS MANAGER :
    ANNY WU
  • EDITOR :
    YANG MENG
  • PRINT PRODUCTION COMPANY :
    AU79 COMMUNICATIONS, SHANGHAI
  • PRINT PRODUCER :
    CUIQIN MO
  • ENGLISH CONTEXT EXPLANATION :
    IN 2015 ALONE, 59,007 CHILDREN IN CHINA WERE ABDUCTED. SO FAR, ONLY VERY FEW OF THEM HAVE BEEN REUNITED WITH THEIR FAMILIES. MANY PARENTS LEAVE THEIR JOBS TO DO WHATEVER THEY CAN TO FIND THEIR CHILDREN. BECAUSE WHEREVER THEY ARE, THAT INDESTRUCTIBLE BOND BETWEEN PARENT AND CHILD NEVER FADES. ‘A THREAD OF HOPE’ IS AN INSTALLATION USING TRADITIONAL, HANDCRAFTED CROSS-STITCH TO VISUALIZE THE TUGGED HEARTSTRINGS OF PARENTS OF LOST CHILDREN. EVERY THREAD STITCHED TWO IMAGES TOGETHER, THE HEARTBROKEN PARENT AND THEIR LOST CHILD, REPRESENTING THEIR LONG SUFFERING AND UNDYING LOVE. MORE IMPORTANTLY, THEY REPRESENT
    THE PARENTS’ NEVER ENDING HOPE. DURING THE EXHIBITION IN M50 ART CENTRE, SHANGHAI, THE INSTALLATION RAISED SUPPORT FROM THE ENTIRE NATION AND GOVERNMENT. THE EXHIBITION GARNERED OVER 974,000 SHARES, AND WAS COVERED BY MORE THAN 120 MEDIA REPORTS. TODAY, CHINA’S LEGISLATION HAS FINALLY AMENDED ITS LAWS, MAKING CHILD ABDUCTION PUNISHABLE BY THE DEATH PENALTY.